Method and system for presenting additional content at a media system

ABSTRACT

A media system, receives a received sequence of media content, for presentation at the media system and generates a comparison fingerprint of the received sequence of media content. The comparison fingerprint is for comparison with a plurality of reference fingerprints so as to identify the received sequence of media content. The media system sends a request for identification of additional content to a server system. The request is based at least in part on the comparison fingerprint. The media system receives a response to the request, including information enabling additional content to be selected for display at the media system based at least in part on the identification of the received sequence of media content, and presents a displayed sequence of media content that includes at least a portion of the received sequence of media content and at least a portion of the additional content.

RELATED APPLICATIONS

This application is a continuation of U.S. patent application Ser. No.16/017,926, filed Jun. 25, 2018, which is a continuation of U.S. patentapplication Ser. No. 15/375,698, filed Dec. 12, 2016, which is acontinuation of U.S. patent application Ser. No. 14/475,971, filed Sep.3, 2014, which is a continuation of U.S. patent application Ser. No.13/286,138, filed Oct. 31, 2011, which claims the benefit of priority ofU.S. Provisional Patent Application No. 61/409,018, filed Nov. 1, 2010,all of which are incorporated by reference herein in their entireties.

TECHNICAL FIELD

The disclosed embodiments relate generally to selecting additionalcontent for display at a media system, and more particularly toselecting additional content for display at a media system based on asequence of media content received at the media system.

BACKGROUND

In recent years, the replacement of television advertisements withtargeted television advertisements has become an increasingly importantadvertising method. Content providers such as television networksroutinely insert generic advertisements into streamed network televisioncontent. For example, a content provider (e.g., a national cabletelevision network such as ESPN) provides a network feed that containsembedded interstitial advertisements to content distributors (e.g., acable affiliates such as Comcast. Time Warner Cable). Suchadvertisements routinely include advertisements for credit cards,national retailers or other products with broad appeal. A contentdistributor or a content provider may, want to be able to substitute areplacement advertisement for the advertisement inserted in thebroadcast feed. Merely substituting in a replacement advertisement forlocal businesses, such as a car dealership or a real estate agent doesnot provide sufficient targeting for the advertisements. While theadvertisement is local it still may have no relevancy to an individualviewer. Thus, conventional methods of providing replacement content(e.g., inserting targeted advertisements) fail to provide sufficientlysophisticated and accurate targeting of replacement media content whilemaintaining the simplicity of media systems. Rather, it would bevaluable to advertisers and thus to content providers to be able toinsert highly targeted advertisements based on other specificinformation about the likely viewer of the advertisement.

Additionally, producers and distributors of content are looking for newways to add value to provided content and to monetize the content.End-users will typically find more added value and be more receptive tosupplemental information that is related to the content being displayedon a media system. However, conventional methods of identifying contentbeing displayed at a media system are slow, inaccurate or requireexcessive processing power. Thus, it would also be valuable to producersand distributors of content to have a way to quickly, accurately andefficiently determine the content that is to be displayed at a mediasystem and customize the content so as to provide additional value toend-users and/or provide new ad impressions for advertisers that arelikely to be viewed by the end-users.

SUMMARY

The above deficiencies and other problems associated with conventionalmethods of replacing and/or supplementing content displayed at a mediasystem are addressed by the disclosed system and method for presentingadditional content at a media system. In accordance with one embodiment,the distribution system disclosed herein supports identifying contentthat is currently being displayed or prepared for display at a mediasystem and identifies additional content to be displayed instead of orin addition to the content that is currently being displayed or preparedfor display.

Some embodiments provide, a method for, at a media system having one ormore processors and memory storing one or more programs for execution bythe one or more processors so as to perform the method: receiving areceived sequence of media content, for presentation at the media systemand generating a comparison fingerprint of the received sequence ofmedia content. The comparison fingerprint is for comparison with aplurality of reference fingerprints so as to identify the receivedsequence of media content. The method further includes sending a requestfor identification of additional content to a server system, wherein therequest is based at least in part on the comparison fingerprint andreceiving a response to the request, where the response includesinformation enabling additional content to be selected for display atthe media system and the additional content is selected based at leastin part on the identification of the received sequence of media content.The method also includes presenting a displayed sequence of mediacontent at the media system, where the displayed sequence of mediacontent includes at least a portion of the received sequence of mediacontent and at least a portion of the additional content.

Some embodiments provide, a method for, at a server system having one ormore processors and memory storing one or more programs for execution bythe one or more processors so as to perform the method: receiving, acomparison fingerprint that was generated at a media system based on atleast a portion of an unknown sequence of media content at the mediasystem. The method further includes comparing the comparison fingerprintwith a first plurality of reference fingerprints for a plurality ofreference sequences of media content so as to identify the unknownsequence of media content as an identified reference sequence of mediacontent and sending, to the media system, a second plurality ofreference fingerprints for the identified reference sequence of mediacontent.

Some embodiments provide, a method for, at a at a computer system (e.g.,a media system or a server system) having one or more processors andmemory storing one or more programs for execution by the one or moreprocessors so as to perform the method: providing a plurality of samplelocations for sampling an optical property, and for each of a pluralityof respective units of reference sequences of media content, generatinga reference fingerprint. The generating includes: determining a set ofsample values including a sample value of the optical property at eachsample location of the respective reference unit of media content anddetermining one or more statistical measures of the set of samplevalues. The method further includes storing a plurality of the referencefingerprints and receiving a comparison fingerprint of an unknown unitfrom an unknown sequence of media content for comparison with theplurality of reference fingerprints. The comparison fingerprintincludes: a sample value for each of the sample locations in the unknownunit of media content, and one or more statistical measures of the setof sample values. The method also includes comparing the comparisonfingerprint with the reference fingerprints so as to identify theunknown sequence of media content as one of the reference sequences ofmedia content.

In accordance with some embodiments, a computer system (e.g., a mediasystem or a server system) includes one or more processors, memory, andone or more programs; the one or more programs are stored in the memoryand configured to be executed by the one or more processors and the oneor more programs include instructions for performing the operations ofthe method described above. In accordance with some embodiments, acomputer readable storage medium has stored therein instructions whichwhen executed by one or more processors, cause a computer system (e.g.,a media system or a server system) to perform the operations of themethods described above.

Thus, the systems and methods described herein provide an improvementover conventional methods of providing additional content by quickly,accurately and efficiently determining content being presented orprepared for presentation at a media system and providing additionalcontent for display on the media system (e.g., to replace and/orsupplement at least a portion of a received sequence of media content).

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a block diagram of a distributed system for providing mediacontent to a media system in accordance with some embodiments.

FIG. 2 is a block diagram of a content provider or a content distributorin accordance with some embodiments.

FIG. 3 is a block diagram of a media system for presenting media contentin accordance with some embodiments.

FIG. 4 is a block diagram of a content replacement system for providingreplacement media content in accordance with some embodiments.

FIG. 5 is a block diagram illustrating the flow of data through adistributed system for distributing media content to a media systemusing embedded control data in accordance with some embodiments.

FIG. 6A-6E include a flow diagram of a process for remotely controllingmedia systems using embedded control data in accordance with someembodiments.

FIG. 7 is a flow diagram of a method of triggering actions usingsteganographic data in accordance with some embodiments.

FIG. 8 is a block diagram illustrating the flow of data through adistributed system for distributing media content to a media systemusing fingerprint detection in accordance with some embodiments.

FIG. 9A-9F include a flow diagram of a process for remotely controllingmedia systems using detected fingerprints in accordance with someembodiments.

FIGS. 10A-10B are block diagrams illustrating the flow of data through adistributed system for distributing media content to a media systemusing fingerprint detection in accordance with some embodiments.

FIGS. 11A-11F include a flow diagram of a process for monitoring mediacontent being presented at a media system and presenting a displayedsequence of media content at a media system in accordance with someembodiments.

FIGS. 12A-12E include a flow diagram of a process for comparingcomparison fingerprints to reference fingerprints in accordance withsome embodiments.

FIGS. 13A-13D include a flow diagram of a process for monitoring mediacontent being presented at a media system in accordance with someembodiments.

FIGS. 14A-14F include a flow diagram of a process for generatingfingerprints for identifying an unknown sequence of media content inaccordance with, some embodiments.

Like reference numerals refer to corresponding parts throughout thedrawings.

DESCRIPTION OF EMBODIMENTS

It will also be understood that, although the terms “first,” “second,”etc. may be used herein to describe various elements, these elementsshould not be limited by these terms. These terms are only used todistinguish one element from another. For example, a first contact couldbe termed a second contact, and, similarly, a second contact could betermed a first contact, without changing the meaning of the description,so long as all occurrences of the “first contact” are renamedconsistently and all occurrences of the second contact are renamedconsistently. The first contact and the second contact are bothcontacts, but they are not the same contact.

The terminology used herein is for the purpose of describing particularembodiments only and is not intended to be limiting of the claims. Asused in the description of the embodiments and the appended claims, thesingular forms “a”, “an” and “the” are intended to include the pluralforms as well, unless the context clearly indicates otherwise. It willalso be understood that the term “and/or” as used herein refers to andencompasses any and all possible combinations of one or more of theassociated listed items. It will be further understood that the terms“comprises” and/or “comprising,” when used in this specification,specify the presence of stated features, integers, steps, operations,elements, and/or components, but do not preclude the presence oraddition of one or more other features, integers, steps, operations,elements, components, and/or groups thereof.

As used herein, the term “if” may be construed to mean “when” or “upon”or “in response to determining” or “in accordance with a determination”or “in response to detecting,” that a stated condition precedent istrue, depending on the context. Similarly, the phrase “if it isdetermined [that a stated condition precedent is true]” or “if [a statedcondition precedent is true]” or “when [a stated condition precedent istrue]” may be construed to mean “upon determining” or “in response todetermining” or “in accordance with a determination” or “upon detecting”or “in response to detecting” that the stated condition precedent istrue, depending on the context.

The apparatus and methods disclosed herein supplement the ordinaryprovision of a sequence of media content (e.g., one or more televisionfeeds, streams or channels) to a media system (e.g., a television). Asused herein, a sequence of media content is any media content (e.g.,audio, video, image or text) that is dynamically presented (e.g.,changes with time) by a media system. For example, a single television(or radio) advertisement is a sequence of media content. Likewise, atelevision show with embedded interstitial advertisements is a sequenceof media content. In accordance with some embodiments, at least aportion of the sequence of media content is replaced with additionalcontent (e.g., supplemental content is displayed overlaid over a portionof the sequence of media content, or the sequence of media content ispartially or entirely replaced for a predetermined period of time). Inaccordance with some embodiments, the replacement of a sequence of mediacontent includes replacing an entire sequence of media content (e.g.,replacing an entire television advertisement). In accordance with someembodiments, the replacement of a sequence of media content includesreplacing a portion of a sequence of media content (e.g., replacing asingle embedded interstitial advertisement in a television show). Inaccordance with some embodiments, the display of additional contentincludes displaying a small image or advertisement at a predefinedlocation (e.g., a corner) of a sequence of media content (e.g., atelevision broadcast or a displayed movie, etc.). Similarly, “mediacontent” or “replacement media content” may be used to refer to a singlesequence of media content (e.g., a single advertisement or segment of atelevision show that is not interrupted by other interstitialadvertisements).

The relevant functional components may be implemented using standardand/or custom computer hardware and/or software (e.g., a cable set-topbox) in combination with software, and may be provided by the contentprovider (e.g., television network) the content distributor (e.g., localnetwork affiliate) or by a contractor or vendor hired to perform therelevant function. In accordance with some embodiments a contentprovider is a computer system which assembles media content into asequence of media content (e.g., a broadcast network feed). Inaccordance with some embodiments a content distributor is a computersystem which receives the sequence of media content (optionallymodifying the sequence of media content) and distributes the sequence ofmedia content to a plurality of media systems (e.g., a cable box in acable customer's home).

Functional components used to facilitate operation of a contentprovider, content distributor, media system or content replacementsystem that are not otherwise relevant to embodiments of this inventionare omitted for clarity. As used herein, video signals includeeither: 1) both audio and video signals, 2) video signals alone. Inaccordance with some embodiments, media content includes a transmissionthat includes only an audio signal (e.g., a radio signal). Thedistribution system disclosed herein supports the insertion of one ormore replacement sequences of media content (e.g., an advertisement or aseries of advertisements) into one or more original sequences of mediacontent (e.g., a broadcast television feed), across unmanaged networks(e.g., the Internet) without the need for complex delivery, arbitraging,or switching systems at the media system.

Attention is now directed to FIG. 1, which illustrates an overview 100of a distributed system for providing media content to a media device inaccordance with some embodiments. The Distributed System 100 includes atleast: a Content Provider 102, a Content Distributor 106, a Media System108, a Content Replacement System 110 and a Replacement Content Provider112. These components are linked together through one or morecommunication networks 104-A, 104,-B, 104-C (e.g., the Internet, otherwide area networks, local area network, managed content distributionnetwork, etc.) so that the various components can communicate with eachother.

The Content Provider 102 (e.g., a television network or radio network)is any party that has access to and provides source media content (e.g.,movies, television shows, video advertisements, radio shows, music). TheContent Provider 102 creates one or more sequences of media content(e.g., television streams, feeds or channels) and provides thesesequences of media content through communication network A 104-A to theContent Distributor 106 (e.g., a network access provider). In someembodiments, communication network A 104-A is a dedicated communicationchannel (e.g., a satellite link or a fiber optic data link). In someembodiments the Content Provider 102 and the Content Distributor 106 arecombined, under the control of the same entity or otherwise closelyrelated. In this embodiment, the communication network A 104-A could beany type of data link connecting a content source such as avideo-on-demand server or locally originated programming, represented inthe Distributed System 100 as the Content Provider 102, and the ContentDistributor 106.

The Content Distributor 106 is any party that distributes sequences ofmedia content received from the Content Provider 102 throughcommunication network B 104-B to a Media System 108. In some embodimentsthe Content Distributor 106 modifies the one or more sequences of mediacontent and provides the modified content to the Media System 108. Insome embodiments, communication network B is a managed network (e.g., acable television network having cable trunks and branch nodes, aninternet protocol television network, a network of satellites and groundstations, a wide area computer network, a radio frequency broadcastnetwork with broadcast towers, a satellite distribution network, or theInternet.) As one example, the Content Distributor 106 is a cablecompany and it receives an ESPN feed from the content provider,substitutes a replacement advertisement for a local real estate agentfor an original advertisement in the ESPN feed and then distributes thetelevision channel to a set-top box in the Media System 108.

The Media System 108 is connected both to communication network B 104-Band communication network C 104-C. In accordance with some embodiments,communication network C 104-C is an unmanaged network (e.g., theInternet). In some embodiments the Media System 108 is configured tocommunicate through communication network C 104-C with a ContentReplacement System 110. In response to communications from the MediaSystem 108, the Content Replacement System 110 provides replacementsequences of media content to replace at least a portion of the sequenceof media content provided by the Content Distributor 106.

Either the Content Provider 102 or the Content Distributor 106 or bothare connected to the Content Replacement System 110 throughcommunication network C. The Content Provider 102 and/or the ContentDistributor 106 share data with the Content Replacement System 110 tocoordinate media content replacement and, in some embodiments, to shareusage data. The Content Provider 102, Content Distributor 106, and orthe Content Replacement System 110 have relationships 114 with theReplacement Content Provider 112 (e.g., targeted advertiser). TheReplacement Content Provider 112 provides the Content Replacement System110 with replacement content, and in some embodiments provides theContent Provider 102 and the Content Distributor 106 with an originalsequence of media content (e.g., an untargeted advertisement) that isreplaced with the replacement media content (e.g., a sequence of mediacontent such as a targeted advertisement). In accordance with someembodiments, Replacement Content Provider 112 includes a plurality ofdistinct content providers (e.g., advertisers or other entities whocreate and/or provide replacement media content). In accordance withsome embodiments, the Content Provider 102 and the Replacement ContentProvider 112 are under the control of the same entity or otherwiseclosely related (e.g., owned by the same corporation). In thisembodiment, the communication network C 104-C is used to communicate orotherwise transfer the Content Replacement System 110 to the ReplacementContent Provider 112.

For example, a car manufacturer pays for a television station to insertan advertisement for a minivan into an advertisement slot during atelevision show. In this example, the car manufacturer also provides atargeted advertisement for a convertible to an advertisement replacementsystem to be substituted for the minivan advertisement only whendisplaying the advertisement to television viewers between the ages of18 and 25. In this example the Replacement Content Provider 112 (e.g.,the car manufacturer) provides the original media content (e.g., minivanadvertisement) to the Content Provider 102 and the replacement content(e.g., targeted convertible advertisement) to the Content ReplacementSystem 110. When the minivan advertisement is about to be played on atelevision owned by a 20 year old, the Content Replacement System 110replaces the advertisement for the minivan with the advertisement forthe convertible car and reports the replacement to the advertiser. Insome embodiments the Replacement Content Provider 112 also has arelationship with the Content Distributor 106 similar to itsrelationship with the Content Provider 102.

It should be understood that the communication networks have beendivided merely for convenience. In one embodiment, the communicationnetwork C 104-C is distinct from communication network B 104-B, andcommunication network C 104-C is the internet and communicationnetwork-B is a managed network (e.g., a cable network). In an alternateembodiment communication network C 104-C is the same as communicationnetwork B 104-B, and the Content Replacement System 110 is located atthe Content Distributor 106. Additionally, in some embodiments theContent Replacement System 110 is combined with the Content Provider 102or the Content Distributor 106. In some embodiments, the ContentDistributor 106 is the Internet. In some embodiments, the communicationnetwork C is the Internet, a local area network (LAN), or a wide areanetwork (WAN), or a different content distributor. Embodiments of theinvention disclosed herein may use various alternative distributionnetworks known in the art. In some embodiments, various ones of thepreviously described components are connected to one or more of thecommunication networks 104 using cables such as wires, optical fibersand other transmission mediums. In other embodiments, one or more ofthese components are connected to one or more of the communicationnetworks 104 through one or more wireless networks using radio signals,satellite links, or the like.

The Media System 106 (sometimes called the “client device,” “clientcomputing device,” or “client computer”) may be any computer,television, radio, set-top box, decoder, or similar device that iscapable of receiving the sequences of media content, and preparing thesequences of media content (e.g., audio or video) for display to anend-user. Examples of suitable Media Systems 106 include, withoutlimitation, desktop computers, notebook computers, tablet computers,mobile devices such as mobile phones and personal digital assistants,direct to home satellite receivers, radios, set-top boxes, andtelevisions.

In some embodiments, the one or more Content Replacement Systems 110 isa computer server. In other embodiments the Content Replacement Systems110 include a plurality of servers such as a web interface (front endserver) one or more application servers and one or more database serverswhich are connected to each other through a network (e.g., a LAN, WAN orthe like), and which exchange information with other components of thedistributed system described above through a common interface (e.g., oneor more web servers, also called front end servers). In some otherembodiments, the front end server and the back end server are mergedinto one software application and/or hosted on one physical server.

It should be understood that, in accordance with some embodiments, theone or more Content Replacement Systems 110 may include a plurality ofdistinct content replacement systems. In some embodiments each of thedistinct content replacement systems provides content replacementservices to a distinct class of media systems (e.g., one contentreplacement system provides replacement content for mobile devices,while a second content replacement system provides replacement contentfor televisions). In some embodiments each of the distinct contentreplacement systems provides content replacement services associatedwith a distinct content provider or content distributor (e.g., onecontent replacement system provides content for ESPN and one contentreplacement system replaces content for HBO).

FIG. 2 is a block diagram illustrating a Content Provider System 102 orContent Distributor System 106 in accordance with one embodiment. TheContent Provider 102 or Content Distributor 106 typically includes oneor more processing units (e.g., CPUs) 204, one or more power sources208, one or more network or other communications interfaces 210 (e.g., acoaxial cable port, an Ethernet port, and/or a wireless port), memory206, one or more communication buses 216 for interconnecting thesecomponents, and a housing 218. The Content Provider 102 or ContentDistributor 106 optionally may include a user interface comprising adisplay device 212 and a keyboard 214. The memory 206 includeshigh-speed random access memory, such as DRAM, SRAM, DDR RAM or otherrandom access solid state memory devices; and may include non-volatilememory, such as one or more magnetic disk storage devices, optical diskstorage devices, flash memory devices, or other non-volatile solid statestorage devices. Memory 206 may optionally include one or more storagedevices remotely located from the CPU(s) 204. The memory 206, oralternately the non-volatile memory device(s) within memory 206,comprises a non-transitory computer readable storage medium. In someembodiments, memory 206 or the computer readable storage medium ofmemory 206 stores the following programs, modules and data structures,or any subset thereof:

-   -   An operating system 220 that includes procedures for handling        various basic system services and for performing hardware        dependent tasks.    -   One or more network communication module(s) 222 that are used        for connecting the Content Provider 102 or the Content        Distributor 106 to other computers via the communication network        interface(s) 210 (wired or wireless) to one or more        communication networks, such as the Internet, other wide area        networks, local area networks, metropolitan area networks,        satellite links, cable networks, and so on. For a Content        Provider 102, the network communication module(s) 222 connect        the Content Provider 102 to the Content Distributor 106 through        communication network A (104-A in FIG. 1), and the Content        Replacement System 110 through communication network C (104-C in        FIG. 1). For a Content Distributor 106, the network        communication module(s) 222 connect the Content Distributor 106        to communication network A (104-A in FIG. 1), communication        network B (104-B in FIG. 1) and communication network C (104-C        in FIG. 1). It should be understood that each of the plurality        of network communication modules 222 may have a separate        communication interface (e.g., an Ethernet port, a cell phone        antenna, and a cable port), or two or more of the network        communication modules 222 may share a communication interface.    -   A master control module 224 that creates and/or modifies a        sequence of media content by combining and/or reordering media        content from one or more sources by controlling a content        streaming module 226, a content switching module 228, and/or a        control data insertion module 230.    -   One or more content streaming modules 226 for retrieving content        (e.g., movies, television shows and advertisements) from one or        more sources including remotely located content providers and        local data structures 234.    -   A content switching module 228 (optional) for switching between        a plurality of content streaming modules 226 (e.g., to switch        between a primary content stream containing a movie and a        secondary content stream containing an advertisement).    -   A fingerprint generator module 229 (optional) for generating        fingerprints of the media content for use by the Content        Replacement System 110 and the Media System 108 to identify        media content to replace.    -   A control data insertion module 230 (optional) for inserting        control data into the stream of media content (e.g., by adding        steganographic data to the stream of media content), the control        data including one or more of: an advertiser identifier, an        advertisement campaign identifier, advertisement duration,        advertisement pre-roll period or advertisement start time,        current date and time, and/or a unique identifier.    -   An encoder module 231 for encoding sequences of media content        transferred from the Content Provider 102 to the Content        Distributor 106 and encoding sequences of media content        transferred to the Media System 108 from the Content Distributor        106 and/or the Content Provider 102.    -   A multiplexer 232 (optional) for multiplexing and/or        demultiplexing a plurality of sequences of media content.    -   Data structures 233 for storing control data 234 (optional) for        use by the control data insertion module 230, media content 236        (e.g., movies, advertisements, television shows), and        fingerprint data 238 (optional) including the fingerprints        generated by the fingerprint generator module 229.

Each of the above identified programs, modules and/or data structuresmay be stored in one or more of the previously mentioned memory devices,and corresponds to a set of instructions for performing the functionsdescribed above. The above identified modules or programs (i.e., sets ofinstructions) need not be implemented as separate software programs,procedures or modules, and thus various subsets of these modules may becombined or otherwise re-arranged in various embodiments. In someembodiments, the memory 206 may store a subset of the modules and datastructures identified above. Furthermore, the memory 206 may storeadditional modules and data structures not described above. Similarly,while the above identified memory devices are shown in a singlecomputing device in a single housing, it should be understood that eachof the modules could be implemented on a separate hardware device (e.g.,the master control module could be a separate master control server andthe content streamer module could be a separate content streamingserver).

Additionally, discussion of the Content Provider 102 and the ContentDistributor 106 has been consolidated into a single section for the sakeof clarity. However, one having ordinary skill in the art would readilyunderstand that, in some embodiments, the Content Distributor 106 isdistinct from the Content Provider 102 in that the Content Provider 102creates an initial sequence of media content, which is then provideddirectly to the Content Distributor 106. The Content Distributor 106receives the sequence of media content from the Content Provider 102and, in some embodiments modifies the sequence of media content byadding or replacing advertisements and then distributes the content tothe Media System 108 (e.g., a consumer electronic device) forpresentation to an end-user of the Media System 108. Alternatively, insome embodiments, the Content Provider 102 and the Content Distributor106 are combined into a single content provider/distributor whichacquires source media content and delivers it directly to the MediaSystem 108.

FIG. 3 is a block diagram illustrating a Media System 108 (also referredto as a “client device” or “client computing device,” or “consumerelectronic device”) in accordance with one embodiment. The Media System108 typically includes one or more processing units (CPUs) 304, one ormore power sources 308, one or more network or other communicationsinterfaces 310 (e.g., a coaxial cable port, an Ethernet port, and/or awireless port), memory 306 and one or more communication buses 316 forinterconnecting these components. The Media System 108 optionally mayinclude user interface devices including a display device 312-A (forproviding visual output), a speaker device 312-B (for providing audiooutput), a wireless or wired keyboard 314, and a remote 315 fordetecting user inputs various components of the Media System 108including the display (e.g., television) and other optional hardwarecomponents 316 such as content players 317 (e.g., DVD, VHS, Blu-Ray,Digital Video Recorder) and signal receivers 318 (e.g., cable box,satellite dish, etc.). Memory 306 includes high-speed random accessmemory, such as DRAM, SRAM, DDR RAM or other random access solid statememory devices; and may include non-volatile memory, such as one or moremagnetic disk storage devices, optical disk storage devices, flashmemory devices, or other non-volatile solid state storage devices.Memory 306 may optionally include one or more storage devices remotelylocated from the CPU(s) 304. Memory 306, or alternately the non-volatilememory device(s) within the memory 306, comprises a non-transitorycomputer readable storage medium. In some embodiments, memory 306 or thecomputer readable storage medium of the memory 306 stores one or more ofthe following programs, modules and data structures, or a subsetthereof:

-   -   An operating system 320 that includes procedures for handling        various basic system services and for performing hardware        dependent tasks.    -   One or more network communication module(s) 322 that are used        for connecting the Media System 108 to other computers via the        communication network interface(s) 310 (wired or wireless) to        one or more communication networks, such as the Internet, other        wide area networks, local area networks, metropolitan area        networks, satellite links, cable networks, and so on. In        particular, the network communication module(s) 322 connect the        Media System 108 to the Content Distributor 106 through        communication network B (104-B in FIG. 1), and the Content        Replacement System 110 through communication network C (104-C in        FIG. 1). It should be understood that each of the plurality of        network communication modules 322 may have a separate        communication interface (e.g., an Ethernet port, a cell phone        antenna, and a cable port), or two or more of the network        communication modules 322 may share a communication interface.    -   One or more demultiplexer module(s) 324 for demultiplexing a        sequence of media content from a plurality of multiplexed        sequences of media content (e.g., selecting a single television        channel from a plurality of multiplexed television channels).    -   One or more content decoder modules 326 for decoding content,        including video decoders 328 (e.g., MPEG2, H.264, HDMI, DVI,        composite and analog) and audio decoders 330. In some        embodiments, the decoders act primarily as interfaces to process        component signals or serial digital uncompressed content. It        should be understood that in some embodiments, one or more of        the content decoders is implemented as a separate memory device        with a firmware decoder. In some embodiments, the Media System        108 continues to monitor the decoded content (e.g., from the        Content Provider 102 or the Content Distributor 106), for        changes that represent a change of some aspect of the decoded        content (e.g., channel, volume, signal source, or other state)        as it comes from one of the optional hardware components 316        that are feeding the signal to the Media System 108 that is        otherwise not in communication with the CPU 304 that controls        the control data detector module 332.    -   A fingerprint generator module 331 (optional) for generating        fingerprints of the media content for use in coordination with        the Content Replacement System 110 to identify media content to        replace.    -   A fingerprint matching module 333 (optional) for comparing        fingerprints received from the Content Replacement System 110 to        content fingerprints generated by the fingerprint generator        module 331.    -   A control data detector module 332 (optional) for detecting        control data inserted into the sequence of media content by the        Content Provider 102 and/or the Content Distributor 106.    -   A content selector module 334 for automatically switching        between sequences of media content from a plurality of distinct        sources (e.g., an original sequence of media content from the        Content Distributor 106 and replacement media content from the        Content Replacement System 110). In some embodiments this        switching is performed in accordance with timing information        included in the control data (e.g., by counting presentation        frames such as NTSC video presented at 30 frames/60 fields per        second). In some embodiments the timing information is based on        information about the uncompressed media content (e.g., relative        video flame distance from the first bits of a field in one of        the data headers of the sequence of media content) rather than        on information about the compressed media content (e.g., the        rate of the compressed bits delivered to the Media System 108).    -   A display formatting module 335 (optional) which converts the        sequence of media content into a standardized content        presentation format (e.g., for video media content: NTSC, ATSC,        SECAM, PAL, RGN, etc.).    -   A channel selector module (optional) 336 for selecting a        sequence of media content from a plurality of sequences of media        content provided by the Content Distributor 106 to present        (e.g., the selection of a television channel by the end-user).        In some embodiments, this module is located at the media device,        while in other embodiments (as shown in FIG. 5) this module is        located remotely from the media device and is accessed by the        media device through one of the network communication module(s).    -   A unique identifier 337, (e.g., a MAC address), that is used to        uniquely identify the Media System 108 to the Content        Replacement System 110.    -   An authentication module 338 for establishing a secure        connection with the Content Replacement System 110, including a        private key or some other authentication code.    -   Local storage 339 including recorded media content 340 (e.g.,        Digital Video Recorder data and/or temporarily cached        replacement media content), user preference information 342        (e.g., the preferences of the end-user), and fingerprint data        344 (optional) including at least a subset of the fingerprints        generated by the fingerprint generator module 331 and any        fingerprints received from the Content Replacement System 110.    -   Additional content 346 such as replacement content received from        the Replacement Content Provider 112. In accordance with some        embodiments, the additional content includes content components        (e.g., images, text, video, audio, etc.) and the additional        content is assembled from the content components by the Media        System 108 as needed.

Each of the above identified programs, modules and/or data structuresmay be stored in one or more of the previously mentioned memory devices,and corresponds to a set of instructions for performing the functionsdescribed above. The above identified modules or programs (i.e., sets ofinstructions) need not be implemented as separate software programs,procedures or modules, and thus various subsets of these modules may becombined or otherwise re-arranged in various embodiments. In someembodiments, the memory 306 may store a subset of the modules and datastructures identified above. Furthermore, the memory 306 may storeadditional modules and data structures not described above. Similarly,while the above identified memory devices are shown in a singlecomputing device, it should be understood that each of the modules couldbe implemented on a separate hardware device (e.g., the control datadetector module 332 and/or the fingerprint generator module 331 could bephysically located in the cable set-top box, an Internet Protocoltelevision set top box, or a consumer electronics device, such as atelevision or a DVD player, Blue Ray player, Personal Video Recorder, ora personal computer used to acquire and decode television content whilethe content is presented on a separate television) without altering thefunctional relationship of the control data detector module 332 and/orthe fingerprint generator module 331 to other components in the MediaSystem 108).

FIG. 4 is a block diagram illustrating a Content Replacement System 110(also referred to as a “server,” or “server system”) in accordance withone embodiment. The Content Replacement System 110 typically includesone or more processing units (e.g., CPUs) 404, one or more power sources408, one or more network or other communications interfaces 410 (e.g., acoaxial cable port, an Ethernet port, and/or a wireless port), memory406, one or more communication buses 416 for interconnecting thesecomponents, and a housing 418. The Content Replacement System 110optionally may include a user interface comprising a display device 412and a keyboard 414. The memory 406 includes high-speed random accessmemory, such as DRAM, SRAM, DDR RAM or other random access solid statememory devices; and may include non-volatile memory, such as one or moremagnetic disk storage devices, optical disk storage devices, flashmemory devices, or other non-volatile solid state storage devices.Memory 406 may optionally include one or more storage devices remotelylocated from the CPU(s) 404. The memory 406, or alternately thenon-volatile memory device(s) within memory 406, comprises anon-transitory computer readable storage medium. In some embodiments,memory 406 or the computer readable storage medium of memory 406 storesthe following programs, modules and data structures, or any subsetthereof:

-   -   An operating system 420 that includes procedures for handling        various basic system services and for performing hardware        dependent tasks.    -   One or more network communication module(s) 422 that are used        for connecting the Content Replacement System 110 to other        computers via the communication network interface(s) 410 (wired        or wireless) to one or more communication networks, such as the        Internet, other wide area networks, local area networks,        metropolitan area networks, satellite links, cable networks, and        so on. In particular, the network communication module(s) 422        connect the Content Replacement System 110 to the Content        Provider 102, Content Distributor 106, and the Media System 108        through communication network C (104-C in FIG. 1).    -   A content retrieval module 424 for retrieving replacement        content (e.g., targeted advertisements) and other additional        content from the Replacement Content Providers 112 (e.g.,        targeted advertisers).    -   A content selector 426 module for determining what replacement        media content (e.g., what targeted advertisement) and/or other        additional content to send to the Media System 108 to replace        and/or supplement the original sequence of media content. In        some embodiments the content selector uses content selection        parameters 428 received from the Replacement Content Provider        112 (e.g., the company responsible for an advertising campaign        or the company whose products are being advertised).    -   A fingerprint generator module 429 (optional) for generating        fingerprints from media content, to be used for identifying        media content to replace, in coordination with the Media System        108.    -   A fingerprint matching module 431 (optional) for matching        fingerprints received from the Content Provider 102, Content        Distributor 106 and/or generated by the fingerprint generator        module 429 with fingerprints received from the Media System 108        in order to identify media content to replace.    -   A content manager 430 for managing the process of providing        replacement content and/or providing supplemental content,        including mediating interactions between the various hardware        and software modules described herein (e.g., for communicating        instructions to the Content Provider 102 and/or the Content        Distributor 106 as to where to insert the control data). In some        embodiments the content manager 430 includes authentication        services 432 (e.g., Kerberos) for authenticating requests for        replacement media content, and a control data generator 434        (optional) for generating the control data based on the content        selection parameters, as described in greater detail below.    -   A usage data collector 436 for collecting usage data from the        media device and storing the usage data in data structures.    -   A signal adjustment module (e.g., a rateshaper, transcoder, or        decoder/encoder pair) for changing the replacement content        bandwidth or other characteristics to match the transmission        parameters (e.g., the maximum bandwidth) associated with the        path in the communication network C 104-C linking the Media        System 108 with the Content Replacement System 110.    -   Data structures 438 for storing data produced by and received by        the other modules and instructions described herein, including:    -   Additional content 440 (e.g., 441-A1, 441-A2, 441-X1, etc.) such        as replacement content received from the Replacement Content        Provider 112. In accordance with some embodiments, multiple        versions of the same additional content (e.g., 441-A1, 441-A2)        are stored in the data structures 438, where each version is        configured (e.g., compressed at a different bit rate) for        transmission across a communication network (e.g., 104-C) with        different network characteristics (e.g., lower or higher        bandwidth). As one example, Content A (version 1) 441-A1 is        compressed at a low bit rate for transmission across network        connections with a low bandwidth (e.g., dial-up internet), while        Content A (version 2) is compressed at a high bit rate for        transmission across network connections with a high bandwidth        (e.g., broadband internet).    -   Usage data 442 collected by the usage data collector.    -   Control data 444 (optional) created by the content manager 430.        In accordance with some embodiments, the control data 444        includes timing information for use by the Media System 108        and/or the Content Replacement System to determine the timing of        communications (e.g., stream switching or other actions). In        some embodiments this switching is performed in accordance with        timing information included in the control data (e.g., by        counting presentation frames such as NTSC video presented at 30        frames/60 fields per second).    -   Fingerprint data 446 (optional) including fingerprints received        from the Content Provider 102, Content Distributor 106, Media        System 108, and/or generated by the fingerprint generator module        429.

Each of the above identified programs, modules and/or data structuresmay be stored in one or more of the previously mentioned memory devices,and corresponds to a set of instructions for performing the functionsdescribed above. The above identified modules or programs (i.e., sets ofinstructions) need not be implemented as separate software programs,procedures or modules, and thus various subsets of these modules may becombined or otherwise re-arranged in various embodiments. In someembodiments, the memory 406 may store a subset of the modules and datastructures identified above. Furthermore, the memory 406 may storeadditional modules and data structures not described above. Similarly,while the above identified memory devices are shown in a singlecomputing device, it should be understood that each of the modules couldbe implemented on a separate hardware device (e.g., the content managercould be implemented as a content manager server and the usage datacollector could be implemented as a separate usage data collectionserver).

Content Replacement Using Control Data

Attention is now directed to FIG. 5, which illustrates the flow of datathrough a distributed system for distributing media content to a mediadevice in accordance with some embodiments (e.g., embodiments wheremedia content is replaced using control data insertion and detection).Some functional components, such as the network communicationinterfaces, have been omitted for clarity. Media content forpresentation on a Media System 108 (e.g., television shows for displayon a television) begins as source media content 236-A at the ContentProvider 102. The source media content is retrieved from the mediacontent database 236-A by one or more content streaming modules 226-A,which are controlled by the master control module 224-A to create asequence of media content by combining several sequences of mediacontent into a single sequence of media content inserting interstitialsequences of media content into a single sequence of media content. Insome embodiments the sequence of media content is created using acontent switching module 228-A.

In accordance with some embodiments the media content from the contentstreaming module and the content switching module is uncompressed (e.g.,unencoded) media content. A control data insertion module 230-Aretrieves control data 234-A. In accordance with instructions from themaster control module 224-A, the control data insertion module 230-Ainserts control data into the sequence of media content. In someembodiments the sequence of media content with the inserted control datais encoded in an encoding module 231 into a format suitable for deliveryto the Content Distributor 106 (e.g., using an audio and/or videoencoding module to produce a profile of MPEG 2 or H.264 that iscompatible with the transmission requirements of a given ContentDistributor 106).

Take, for example, a television network creating a sequence of mediacontent for a television channel. The sequence of media content includes45 minutes of a television show and thirty half minute advertisements.The advertisements and the television show are stored in the mediacontent database 236-A and are streamed through the content streamingmodule. The master control module 224-A instructs the content streamingmodule 226 which media content to stream and (optionally) uses thecontent switching module 228 to switch between advertisements and thetelevision show. The control data insertion module 230-A inserts controldata into the television channel content indicating that one of the halfminute advertisements can be replaced by the Content Distributor 106 andthat one of the half minute advertisements can be replaced by theContent Replacement System 110 with a targeted advertisement.

The Content Distributor 106 receives the sequence of media content withthe inserted control data, and integrates the sequence of media contentinto a distribution medium such as a cable network, satellite network,IPTV network, web network, local radio frequency broadcast, mobilenetwork, etc. In some embodiments, the Content Distributor 106 decodesan encoded sequence of media content from the Content Provider 102. Whenthe Content Distributor 106 is configured to insert additional content(e.g., local advertisements), the Content Distributor 106 has a contentstreaming module 226-B for inserting media content (e.g., replacementgeographically specific advertisements) into the sequence of mediacontent, as directed by a master control module 224-B. In someembodiments, the Content Distributor 106 has a control data insertionmodule 230-B for inserting control data 234-B into the sequence of mediacontent. In some embodiments, the Content Distributor 106 encodes thesequence of media content using an encoder 231 into a format suitablefor distribution to the Media System 108. When there are a plurality ofsequences of media content, the Content Distributor 106 multiplexes aplurality of sequences of media content using multiplexer module 232before passing the sequences of media content off to the Media System108.

In accordance with some embodiments, the sequence(s) of media contentare passed off to the Media System 108 through a communication networkassociated with the Content Distributor 106 (e.g., a cable network or asatellite network). In some embodiments the sequence of media content ispassed to the Media System 108 along with a plurality of other sequencesof media content, and the plurality of sequences of media content passthrough a channel selector module 336, which selects a single sequenceof media content to deliver to the Media System 108 in accordance withinstructions received from the Media System 108. In some embodiments thechannel selector module 336 is at the Media System 108 (as shown in FIG.3) and the plurality of sequences of media content are passed to thechannel selector module in the Media System 108.

At the Media System 108 the, sequence(s) of media content are passed toa multi-format demultiplexer 324/decoder 326, which demultiplexes (ifnecessary) and decodes the selected sequence of media content (e.g.,decodes an encoded video stream from one or more of MPEG2, H.264, VC1,Quicktime, or other video format). The demultiplexed and decodedsequence of media content is passed to a control data detector 332,which analyzes the content to detect any control data. If no controldata is detected, the sequence of media content is passed to the contentselector 334, which passes the sequence to output devices 312 (e.g., adisplay and/or speaker system), where the sequence of media content ispresented to the end-user.

When control data is detected, the control data detector 332 sends arequest to the content manager 430 in the Content Replacement System110, which authenticates the request and reads the control data. In someembodiments the request includes a globally unique identifier of thecontrol data detector (e.g., a globally unique identifier of the MediaSystem 108). In some embodiments, the replacement media content hasheader information uniquely identifying original sequence of mediacontent where the replacement media content is to be inserted. Themulti-format demultiplexer 324/decoder 326 validates the replacementopportunity from state information maintained by the multi-formatdemultiplexer 324/decoder 326, by comparing the state informationagainst the information contained in the header of the replacement mediacontent received from the Content Replacement System 110.

The content manager 430 passes information associated with the controldata (e.g., an advertiser identifier, an advertisement campaignidentifier, advertisement duration, advertisement pre-roll period oradvertisement start time, current date and time) to the replacementcontent selector 426, which selects appropriate replacement content fromthe additional content database 440 based on the information provided bythe control data detector 332 about the parameters of the sequence ofmedia content (e.g., the length of the ad to be replaced, theadvertising campaign, etc.) and (optionally) data about the Media System108 that is sent from the control data detector 332 or stored on theContent Replacement System 110. The Content Replacement System 110 sendsreplacement media content to the decoder 326 in the Media System 108.

In some embodiments the replacement media content arrives at thedemultiplexer 324/decoder 326 in MPEG2 transport streams, in MP4containers, or some other type of transport. Additionally, saidreplacement media content may arrive at the demultiplexer 324/decoder326 in MPEG2, H.264, VC1, Quicktime, or other video format. In someembodiments, the replacement media content is streamed over a networkconnection (e.g., the internet) and the multi-format demultiplexer324/decoder 326 has attached storage to buffer the some portion of thebeginning of the replacement sequence of media and any relatedinformation, mitigating the effects of jitter introduced throughstreaming over the internet.

The decoder 326 decodes the replacement media content and passes thedecoded replacement media content to the content selector 334, whichswitches over from the original sequence of media content to thereplacement media content at a time that is, in accordance with someembodiments, determined by the control data (e.g., the switchsynchronizes the timing of the cutover from the chosen televisionchannel to the targeted advertisement being delivered over the Internetfrom the Content Replacement System 110). The output device 312 thenpresents the replacement media content. In some embodiments, while thesequence of media content is being presented on the output devices 312,the demultiplexer 324/decoder 326 continues to demultiplex and decodethe original sequence of media content.

After the replacement media content has ended the content selector 334automatically switches back to the original sequence of media content.In some embodiments the original sequence of media content continues toadvance while the replacement media content is presented (e.g., itrestarts at a later point in the sequence, such as by replacing oneadvertisement in the sequence with a targeted advertisement of the samelength). In some embodiments the original sequence of media content doesnot continue to advance (e.g., it restarts at the point that it was whenthe replacement media content began to play, such as by inserting anadvertisement into the middle of a movie without replacing any of thecontent of the movie, essentially pausing the movie while theadvertisement is displayed).

At various points in this process the Media System 108 provides usagedata to a usage data collector 436 in the Content Replacement System110. For example, the content selector 334 informs the usage datacollector 436 of the state changes at the content selector 334. Saidstate changes including information about the delivery of replacementmedia content (e.g., a targeted ads) to an output device 312 (e.g., atelevision). The usage data is stored in a usage data database 442 forlater use by the Content Replacement System 110. For targetedadvertisement, when the content selector 334 is located in the outputdevice (e.g., a video switch in a television) usage data is morevaluable than general “rating” data (e.g., the NIELSEN TV RATINGS of theNielsen Company) because it includes information about whether thetelevision was turned on, and thus substantially increases the accuracyof determining whether the targeted advertisement was watched.

FIGS. 6A-6E include a flowchart representing a method 600 for remotelycontrolling a Media System 108 (e.g., a consumer electronic device),according to certain embodiments. This method may be governed byinstructions that are stored in a non-transitory computer readablestorage medium and that are executed by one or more processors of one ormore computer systems. Each of the operations shown in FIGS. 6A-6E maycorrespond to instructions stored in a computer memory or computerreadable storage medium. The computer readable storage medium mayinclude a magnetic or optical disk storage device, solid state storagedevices such as Flash memory, or other non-volatile memory device ordevices. The computer readable instructions stored on the computerreadable storage medium are in source code, assembly language code,object code, or other instruction format that is interpreted by one ormore processors.

In accordance with one embodiment, the Content Provider 102 and theContent Replacement System 110 perform a series of operations (602-A)and (602-B), including in some embodiments, receiving instructions froma Replacement Content Provider 112 (e.g., receiving instructions from anadvertiser indicating the circumstances under which advertisements in atelevision broadcast stream are to be replaced with targetedadvertisements provided by the advertiser). As one example, a carmanufacturer, purchases a half minute advertising placement opportunitywith a Content Provider 102 (e.g., a television network) and pays acontent replacement service to insert a targeted advertisement in theadvertisement placement opportunity. The Content Replacement System 110obtains (603) replacement media content (e.g., a targeted advertisement)from the Replacement Content Provider (112 in FIG. 1) and obtains (604)content selection parameters from the Replacement Content Provider 112that indicate when the replacement content should be inserted into asequence of media content. In some embodiments those parameters includethe advertiser identifier, the advertising campaign identifier, a uniqueidentifier of the device playing the advertisement and/or the startingtime of the advertisement.

The Content Provider 102 obtains (606) source media content. In someembodiments, the Content Provider 102 obtains the source media contentfrom a satellite link to a content source (e.g., a television studio).Typically, this data is processed at the Content Provider 102 into aform that lends itself to storage. Additionally, media content can bereceived from a content source by accessing the content source through aproprietary network or a public network such as the Internet. In someembodiments, a Content Distributor 106 physically delivers a storagemedium containing a digital copy of a programming content to the ContentProvider 102. In some embodiments, media content is acquired andprocessed for transmission to viewers in real time, and not first stored(e.g., a live satellite feed of a football game). In some embodimentsacquiring and processing media content for transmission to viewers inreal time includes buffering at least a portion of the content (e.g.,transmitting the media content with an eight second delay to compensatefor any variations in the rate at which the media content is beingreceived by the Content Provider 102).

In accordance with some embodiments the Content Provider 102 determines(608) one or more transition points in the content. For example, theContent Provider 102 selects three five-minute blocks for commercialbreaks in an hour-long television program. The Content ReplacementSystem 110 creates (610) control data that, in some embodiments,includes triggering keys (611) where present (e.g., when the triggeringkeys are a specific type of control data). The Content ReplacementSystem 110 sends the control data to the Content Provider 102. TheContent Provider 102 receives (612) the control data, including thetriggering keys (613). In some embodiments a triggering key is asequence of data that indicates to a computing system reading thecontrol data that substantive control data is about to be provided andshould be recorded by the computer system.

The Content Provider 102 creates a sequence of media content andincorporates (614) at least a subset of the control data and thetriggering keys into the sequence of media content. In some embodiments,incorporating the control data into the media content includes usingsteganographic techniques (e.g., digital watermarking, etc.) or othertechniques to conceal the control data in the sequence of media content,as described in greater detail below.

In some embodiments the Content Distributor 106 receives the sequence ofmedia content and identifies (616) transition points within the sequenceof media content. In some embodiments, the Content Distributor 106 alsoreceives (618) control data including (619) triggering keys. The ContentDistributor 106 may incorporate (620) additional control data into thesequence of media content and (optionally) using (621) steganographictechniques, as described in greater detail below. It should beunderstood that, in some embodiments, only the Content Provider 102incorporates control data into the sequence of media content, while inother embodiments, only the Content Distributor 106 incorporates controldata into the sequence of media content. Additionally, in someembodiments, both the Content Distributor 106 and the Content Provider102 incorporate control data into the sequence of media content. (Forexample, both a television network and a cable company have arelationship with a targeted advertiser and the television network andthe cable company each insert control data into the video feed/stream toreplace a different advertisement in the same television feed with atargeted advertisement).

The Content Distributor 106 prepares (622) the media content fordelivery to a Media System 108. In some embodiments the Media System 108sends a request indicating the selection (624) of a first sequence ofmedia content (e.g., a first television channel). In this embodiment,the Content Distributor 106 delivers (626) the first sequence of mediacontent to the Media System 108. The first sequence of media content isdecoded (628) and presented (638) by the Media System 108. For example,in a switched digital video system, the end-user requests to viewchannel “42” of a plurality of cable channels, the request goes out overthe communications network and a single channel is returned to theend-user and decoded on the end-user's home equipment (e.g., a cable boxand a television). In some embodiments the decoder reports usage data toa Content Replacement System 110, this reporting may occur over analternate communication network (e.g., a second communication network).The Content Replacement System 110 stores (630-A) the usage data, asdescribed in greater detail below.

In some embodiments, the first sequence of media content is a sequenceof video content including video content requested by the end-user andadvertisement video content. In some embodiments, the replacement mediacontent is a sequence of video content including one or more replacementadvertisements.

In some embodiments, the end-user does not send a network request for afirst sequence of media content, but rather the Content Distributor 106delivers (632) a plurality of sequences of media content (e.g.,multiplexed television channels). The Media System 108 receives theplurality of sequences of media content (e.g., multiple televisionchannels) and the end-user selects (634) a first sequence of the mediacontent. In some embodiments, the Media System 108 demultiplexes theplurality of sequences of media content and decodes (636) the selectedfirst sequence of media content. In some embodiments usage data is sentby the Media System 108 to the Content Replacement System 110 and stored(630-B) for later use.

In some embodiments, the Media System 108 receives the first sequence ofmedia content from a media Content Distributor 106 over a firstcommunication network (e.g., a managed content distribution network suchas a cable network or a satellite network), the first sequence of mediacontent includes associated control data for facilitating thereplacement of media content in the first sequence of media content withreplacement media content. The Media System 108 presents (638) the firstsequence of media content to an end-user of the Media System 108. Whilepresenting the content to the end-user, the Media System 108 detects(640) the associated control data embedded within the first sequence ofmedia content. In accordance with some embodiments, the Media System 108stores (630-C) usage data and/or sends the usage data to a ContentReplacement System 110 for later use.

In response to detecting the control data, the Media System 108 sends(641) a request to the Content Replacement System 110 over a secondcommunication network (e.g., an unmanaged network such as the Internet)that is distinct from the first communication network (e.g., a managednetwork) including at least a portion of the control data. In someembodiments the request includes an authentication message (642). Anumber of different authentication techniques may be used (e.g.,Kerberos, RSA, etc.), some of which involve multiple communicationsbetween the Media System 108 and the Content Replacement System 110. Ifthe authentication is not (646) valid, then the process ends (647), andno replacement media content is sent to the Media System 108. If theauthentication message is valid (648) and the Content Replacement System110 is able to authenticate the request, then the content replacementselects (650) replacement media content in accordance with predefinedcriteria. One having ordinary skill in the art would readily understandthat any authentication process or procedure known in the art could beused to authenticate communications between the Media System 108 and theContent Replacement System 110.

It should be noted that the media device does not request particularreplacement media content. Rather, the media device merely reports aparticular set of control data to the Content Replacement System 110,and the Content Replacement System 110 uses the communication from themedia device (including one or more of a unique identifier of the mediadevice, and the control data) along with, in some embodiments,additional data stored at the Content Replacement System 110 todetermine the best replacement media content. In this way the ContentReplacement System 110 can make a sophisticated decision as to whatreplacement media content is the most suitable for the particularend-user for the particular content replacement opportunity. Moreover,the Media System 108 is not required to do any processing other thanextracting the control data and sending it to the Content ReplacementSystem 110.

In some embodiments, parameters (e.g., predefined criteria) are providedby the Replacement Content Provider 112 (e.g., an advertiser). Theseparameters enable the Content Replacement System 110 to selectreplacement media content. In some embodiments the parameters indicatethat the replacement of an original sequence of media content withreplacement media content is authorized (e.g., by an advertiser).

As one example, the control data includes an advertisement identifierand/or an advertisement campaign identifier for the genericadvertisement to be overwritten with a targeted replacementadvertisement delivered by the Content Replacement System 110. In someembodiments, the parameters identify the specific targeted advertisementthat may be inserted as a substitute for the generic advertisement. Theadvertisement identifier and the advertisement campaign identifier areused by the Content Replacement System 110 to select an advertisementthat is authorized by the advertiser to overwrite the broadcastadvertisement based on parameters provided by the Replacement ContentProvider 112 (e.g., advertiser) and maintained in a database in theContent Replacement System 110.

Similarly, a request for replacement media content may includeparameters that enable the Content Replacement System 110 to selectadvertisements that best match the technical limitations of the MediaSystem 108. For example, such parameters may include: the video profile(e.g., SD, HD and resolution parameters) and the bandwidth (e.g., datarate) of the network connection. In a complementary implementation,these parameters inform the content replacement server to assist informatting or transcoding the substitute advertisement video so it istechnically compatible with the Media System 108.

In some embodiments, a request for replacement media content includesparameters that enable the Content Replacement System 110 to selectadvertisements that target the viewer based on program context. Theseparameters enable the Content Replacement System 110 to selectadvertisements that best match the interests of the viewer based on thecharacteristics of the content being viewed. Content characteristics canalso be referred to as content properties or content metadata. Contentmetadata that would help the Content Replacement System 110 select anadvertisement that targets a typical viewer of said content include therating of the content and/or the genre of the content (e.g., Kids,Sports, Financial News, etc.) Content metadata can be obtained in manyways. One way to obtain content metadata is by extracting the metadatafrom guide listings data. Another way of obtaining content metadata iswhere the control data includes content metadata.

A request for replacement media content may also include parameters thatenable the Content Replacement System 110 to select advertisements thattarget the viewer based on the viewer demographic, psychographic orbehavioral information. These parameters enable the Content ReplacementSystem 110 to select advertisements that best match the interests of theviewer based on the viewer's demographic information.

An example of demographic information is the Media System 108 location,such as a zip code. Media System 108 location information may be storedon the Media System 108 directly and can then be sent directly as aparameter in the request for replacement media content. In some cases,Media System 108 location information may not be stored on the MediaSystem 108 directly however it can be determined at the back-end bymapping the media system identifier to the location in an accountdatabase or another database within which there is a mapping of themedia system identifier to its owner's home address. One example of sucha database is a product registration database populated at the MediaSystem 108 purchase point or populated by way of a registrationmechanism such as in the case of a warranty registration. In the casewhere media system location information is not stored directly on theMedia System 108, a parameter in the request from the Media System 108would include the identifier. The identifier would be used by a ContentReplacement System 110 component as a key into a database at theback-end to resolve the media system location information. This locationinformation would be used to select an advertisement that targets thederived location.

In some embodiments, additional information about the end-user of theMedia System 108 is provided by one or more of: a Content Provider 102(e.g., a Content Provider 102 knowing what premium stations the end-userhas purchased), a Content Distributor 106 (e.g., a cable network havingdata about what channels the end-user watches); a manufacturer of theMedia System 108 (e.g., information filled out on a warrantee card); anda service provider to the end-user of the Media System 108 (e.g., a cellphone provider having information about what area codes the end-usercalls the most and what kind of cell phone the end-user owns). In someembodiments this user data (e.g., data about the end-user) may be storedin the Content Replacement System 110 and used by the ContentReplacement System 110 to select replacement media content.

The Media System 108 receives (652) the replacement content and decodes(654) the replacement media content. In accordance with someembodiments, the Content Replacement System 110 receives and stores(630-D) usage data from the decoder/multiplexer when the replacementmedia content is decoded. After receiving and decoding the replacementmedia content, the Media System 108 presents (656) the replacement mediacontent to the end-user of the Media System 108 instead of the firstsequence of media content. In some embodiments, the replacement mediacontent has an end, and the Media System 108 detects the end of thereplacement media content and ceases to present the replacement mediacontent and presents the first sequence of media content.

As one example, an end-user is watching television channel “42,” thetelevision detects that a targeted advertisement spot is coming up ineight seconds. In response to detecting the control data, the televisionrequests targeted advertisement content from the Content ReplacementSystem 110 over an internet connection. After authenticating therequest, the Content Replacement System 110 sends a targetedadvertisement, which is selected based on known demographic informationabout the end-user or the television of the end-user (e.g., providedwhen the end-user purchased the television). The replacement mediacontent is delivered to the end-user's television over the internetconnection and is played on the television instead of the regularadvertisement. When the targeted advertisement ends, the channel thatthe end-user was watching is redisplayed.

In accordance with some embodiments, receiving the first sequence ofmedia content includes receiving it from a managed television network,such as a satellite network, radio frequency broadcast network, internetprotocol television system or cable network, while accessing thereplacement media content includes accessing an unmanaged IP network,such as the Internet, or an IP network managed by another, such as in aself-contained hotel network. In a related embodiment, the method maymake use of a virtual second communication network where the secondcommunication network differs from the first communication network onone or more of layers one through six of the Open SystemsInterconnection (OSI) network layer stack. In other words, the secondcommunication network can be a virtualized separate network.

In accordance with some embodiments, while presenting the replacementmedia content to the end-user, the Media System 108 receives (658) arequest to select a second sequence of media content (e.g., to changefrom channel “42” to channel “10”). In some embodiments the Media System108 sends a request to the Content Distributor 106 for the secondsequence of media content, and the Content Distributor 106 delivers(660) sequence of media content that is, in accordance with someembodiments, being provided (661) by the Content Provider 102. The MediaSystem 108 receives (662) the second sequence of media content, andpresents (664) the second sequence of media content to the end-user. Insome embodiments, the Content Distributor 106 is sending the MediaSystem 108 a plurality of sequences of media content, and the MediaSystem 108 merely demultiplexes and decodes the requested secondsequence of media content. In either case, the Media System 108 ceasespresenting the replacement media content; and, instead presents (664)the second sequence of media content to the end-user.

Thus, even though the Media System 108 has replaced the content and isno longer displaying the first sequence of media content (e.g., thefirst channel that the end-user was watching), the Media System 108 isstill able to detect and respond to a request of the end-user to changethe sequence of media content. For example, the end-user is watchingchannel “42,” an advertisement is replaced with a targetedadvertisement. Before the targeted advertisement is finished, theend-user switches to channel “10.” In response, instead of continuing todisplay the targeted advertisement, the television switches to the newchannel (e.g., channel “10”).

In some embodiments, while presenting the second sequence of mediacontent to the end-user, the media device continues to advance thereplacement media content (e.g., the targeted advertisement continues toadvance). In some embodiments, the end-user selects the first sequenceof media content after having previously selected the second set ofmedia content. (e.g., the end-user switches back from channel “10” tochannel “42”). The media device receives a request (668) for the firstsequence of media content; and in response to the request for the firstsequence of media content, if the request was (672) made within apredefined time (e.g., the length of the replacement media content, sothat the replacement media content is still advancing), the Media System108 finishes presenting (674) the replacement media content. However, ifthe request was not (670) made within a predefined time (e.g., thelength of the replacement media content, so that the replacement mediacontent has ended), the Media System 108 resumes presenting (638) thefirst sequence of media content to the end-user.

Similarly, in another embodiment, while the replacement subset of mediacontent is being sent to the viewer display, the Media System 108continues to monitor the first sequence of media content for changes inthe characteristics of the sequence, such as changes in volume, changesin channels, invocation of Emergency Alert System (EAS), invocation ofan on-screen program guide, etc., and is responsive to such changes byeither switching back to the first sequence of media content (e.g.,television stream) from the replacement media content (e.g., targetedadvertisement stream), or makes changes in characteristics of thereplacement media content (e.g., targeted advertisement stream) receivedover the alternate distribute network to mirror changes in the monitoredfirst sequence of media content (e.g., original television stream) tothe replacement media content.

In some embodiments, the Content Replacement System 110 sends (676) thestored usage data to the Content Provider 102 and/or the ContentDistributor 106. The Content Provider 102 and the Content Distributor106 receive (678A, 678-B) the usage data and may use that data toimprove their advertising strategies. In some embodiments, the ContentReplacement System 110 stores the usage data and sells (680) the usagedata.

Steganographic Triggers

Attention is now directed toward FIG. 7, which illustrates a method 700of triggering actions using steganographic data in accordance with someembodiments. FIG. 7 includes a flowchart representing a method fortriggering actions using embedded steganographic data. This method maybe governed by instructions that are stored in a non-transitory computerreadable storage medium and that are executed by one or more processorsof one or more computing systems. Each of the operations shown in FIG. 7may correspond to instructions stored in memory or a computer readablestorage medium. The computer readable storage medium may include amagnetic or optical disk storage device, solid state storage devicessuch as Flash memory, or other non-volatile memory device or devices.The computer readable instructions stored on the computer readablestorage medium are in source code, assembly language code, object code,or other instruction format that is interpreted by one or moreprocessors.

Steganography includes inserting a message into a plurality of data suchthat the presence of the message within the data is concealed fromdetection. In some embodiments of digital steganography, this meansincluding steganographic coding inside of a transport layer, such as adocument file, image file, program or protocol (e.g., by adjusting thechrominance of one out of every 100,000 pixels to correspond to a letterin the alphabet, a change so subtle that someone not specificallyknowing where and how to look for it is unlikely to notice it.)Steganographic data (e.g., watermarks) may be inserted into mediacontent using any method known to those skilled in the art. As oneexample, U.S. Pat. No. 6,411,725, hereby incorporated by reference inits entirety, teaches the application of watermarks in video signals tomark individual objects within a video frame with additional data.

An advantage of using steganographic triggers instead of control datathat is not steganographically encoded is that steganographicallyencoded control data is able to pass intact through most data filters,such as bandwidth shaping filters, that strip out-of-band data but leaveintact the in-band video and audio programming data (e.g., including thecontrol data that is steganographically incorporated into the audio orvideo signal). In accordance with some embodiments, using steganographyto embed the splice insert control data and associated contentreplacement opportunity (e.g., “ad avail”) information within thecontent stream itself, the potential problem of data and control datastripping by any Content Distributors 106 (cable television company,internet protocol television provider, satellite network, etc.) isreduced or eliminated.

Accordingly, a method and system is disclosed for using steganographicdata to trigger events. A Media System 108 receives (702) media contentincluding steganographic control data embedded into the media content.While preparing to present the media content on the Media System 108,the Media System 108 detects (704) the steganographic control data. Insome embodiments, preparing to present media content includesdemultiplexing and decoding media content containing the steganographiccontrol data, as discussed in greater detail above. In some embodimentspreparing to present media content includes decoding a stream ofcontent.

In some embodiments the steganographic control data is encrypted (706).In this embodiment, even if the steganographic control data is detected,the content of the steganographic message will be concealed. In someembodiments the steganographic control data is decrypted at the MediaSystem 108, while in other embodiments, at least a portion of thesteganographic control data is sent to a second computing system (e.g.,a Content Replacement System 110) without decrypting the control data.In some embodiments, the second computing system decrypts the encryptedcontrol data and sends a response to the Media System 108 (e.g.,instructions to perform an action or replacement media content). In thisembodiment, the Media System 108 is never aware of the contents of theencrypted control data.

In some embodiments the media content is presented (708) by the MediaSystem 108, prior to any action being taken with respect to thesteganographic control data. For example, while an end-user is viewing astream of video content, a control data detector in the Media System 108is concurrently looking for steganographic control data in the stream ofvideo content.

When the Media System 108 detects the steganographic control data italso extracts (710) the steganographic control data from the mediacontent. In response to detecting the steganographic control data, theMedia System 108 triggers (712) an action at the Media System 108 basedat least in part on the control data. In some embodiments the action isbased on the presence of the control data (e.g., upon detecting embeddedcontrol data, sending an encrypted portion of the control data to asecond computing device). In some embodiments, the action is based atleast in part on the content of the control data (e.g., receivingcontrol data in a television stream indicating that a replacementadvertisement should be requested and then sending a request to aContent Replacement System 110 for a replacement advertisement).

In some embodiments, triggering an action includes presenting (714) aninteractive element in conjunction with presenting the media content onthe Media System 108. For example a selectable object may appear on thedisplay of the Media System 108. In some embodiments an overlay appearson the display of the Media System 108.

In some embodiments triggering an action includes replacing (716) thepresented content with replacement media content. For example, inresponse to detecting the steganographic data, the Media System 108changes channels or displays a prerecorded video message. In someembodiments, triggering the action includes invoking (717) anapplication on the Media System 108. For example, in response todetecting steganographic control data, the Media System 108 begins torecord the current program onto a hard drive on a digital videorecorder, thus reducing the amount of time spent by the end-user tryingto set up the digital video recorder to record the television show. Inan alternative embodiment, the application is an interactive programthat works in a coordinated fashion with television programming beingwatched on a television.

In some embodiments, the triggering action at the Media System 108includes sending (718) a request to a Content Replacement System 110,the request including at least a subset of the control data (optionally,an encrypted subset of the control data), as described in greater detailabove with reference to FIGS. 6A-6F. As one example, steganographiccontrol data is detected in television broadcast feed by a Media System108 indicating a generic advertisement to replace with a targetedadvertisement; the Media System 108 extracts the steganographic controldata; the Media System 108 sends the steganographic control data to aContent Replacement System 110; the Content Replacement System 110selects a targeted replacement advertisement and sends it to the MediaSystem 108; and the Media System 108 replaces the generic advertisementwith the targeted advertisement. In some embodiments the method furtherincludes receiving (720) replacement media content from the ContentReplacement System 110; and presenting (722) the replacement mediacontent on the Media System 108. Such a system and method is discussedabove in greater detail with reference to FIGS. 6A-6F, where the controldata is steganographic control data.

In some embodiments, the Media System 108 modifies (724) the presentedmedia content based at least in part on the control data; and presents(726) the modified media content on the Media System 108. For example,upon detecting, extracting and interpreting steganographic control data,a television may switch inputs from a managed television network to anunmanaged network such as the Internet as described in greater detailabove with reference to FIGS. 6A-6F. For example, the television mayswitch inputs in order to, for example, view an advertisement or obtainaccess to view a pay-per-view channel by contacting a web site; displayan “unauthorized access” message; request additional data from thetelevision network such as a movie for later viewing, programinformation about the signal being viewed, or times the current programwill be rebroadcast; download electronic program guide (EPG) data, newsticker data, or real-time sports statistics; transmit identifyinginformation such as channel, date, and time to a viewer statisticsreporting service; or display caller identification information for avoice-over-IP telephone service.

In some embodiment, modifying the media content may include altering theappearance of the programming presentation, for example by reducing thesize of the image and optionally placing it on the screen with a varietyof other images or other reduced sized programming. Additionally, insome embodiments, the audio may be altered by augmenting or replacingthe audio with audio generated from the Media System 108, or other audioavailable from the Content Distributor 106.

Content Replacement Using Fingerprints

Attention is now directed to FIG. 8, which illustrates the flow of datathrough a distributed system for distributing media content to a mediadevice in accordance with some embodiments (e.g., embodiments wheremedia content is replaced using fingerprint detection and matching).Some functional components, such as the network communicationinterfaces, have been omitted for clarity. Media content forpresentation on a Media System 108 (e.g., television shows for displayon a television) begins as source media content 236-A at the ContentProvider 102. The source media content is retrieved from the mediacontent database 236-A by one or more content streaming modules 226-A,which are controlled by the master control module 224-A to create afirst sequence of media content by combining several sequences of mediacontent into the first sequence of media content and/or insertinginterstitial sequences of media content into a single sequence of mediacontent. In some embodiments the first sequence of media content iscreated using a content switching module 228-A.

In accordance with some embodiments the media content from the contentstreaming module and the content switching module is uncompressed (e.g.,unencoded) media content. The uncompressed media content is passed to afingerprint generator module 229-A from the content streaming module226-A or the content switching module 228-A. The fingerprint generatormodule 229-A generates fingerprints based on the media content andstores fingerprint data 238-A. In some embodiments, at least a subset ofthe fingerprint data 238-A is sent to the Content Replacement System110.

In some embodiments the fingerprints are based on luminance samplingtechniques. In one embodiment, luminance sampling includes identifyingthe luminance of one or more predefined blocks in predefined positionsin a video frame. In some embodiments, a block is a subset of the pixelsin a frame (e.g., an 8×8 grid of contiguous pixels). The luminance ofthese predefined blocks are compared to the luminance of the predefinedblocks in a reference video frame, and if the relative luminance of theblocks in the video frame is within a predefined threshold of theluminance of corresponding blocks in the reference video frame, thevideo frame fingerprints match. In other embodiments, the luminancesampling includes determining the change in the luminance of one or morevisual block in predefined positions over a sequence of video frames.Similarly, for this form of luminance fingerprinting, when the changesin luminance of the blocks in the sequence of frames match the changesin luminance in corresponding blocks in a reference sequence of frameswithin a predefined threshold, the video fingerprints match. While theforegoing embodiments have been described particularly with respect toluminance sampling fingerprinting, it should be understood that anyother video fingerprinting technique could be used without departingfrom the presently claimed invention.

In some embodiments, after the fingerprints have been generated, or(optionally) while the fingerprints are concurrently being generated,the sequence of media content is encoded in an encoding module 231 intoa format suitable for delivery to the Content Distributor 106 (e.g.,using an audio and/or video encoding module to produce a profile of MPEG2 or H.264 that is compatible with the transmission requirements of agiven Content Distributor 106).

Take, for example, a television network creating a sequence of mediacontent for a television channel. The sequence of media content includes45 minutes of a television show and thirty half minute advertisements.The advertisements and the television show are stored in the mediacontent database 236-A and are streamed through the content streamingmodule. The master control module 224-A instructs the content streamingmodule 226 which media content to stream and (optionally) uses thecontent switching module 228 to switch between advertisements and thetelevision show. After the media content has been assembled into asequence of media content, but before the content has been encoded,fingerprints of the unencoded media content are created (e.g., atpredefined intervals such as every 5 seconds).

The Content Distributor 106 receives the sequence of media content fromthe Content Provider 102 and integrates the sequence of media contentinto a distribution medium such as a cable network, satellite network,IPTV network, web network, local radio frequency broadcast, mobilenetwork, etc. In some embodiments, the Content Distributor 106 decodesan encoded sequence of media content from the Content Provider 102. Whenthe Content Distributor 106 is configured to insert additional content(e.g., local advertisements), the Content Distributor 106 has a contentstreaming module 226-B for inserting media content 236-B (e.g.,replacement geographically specific advertisements) into the sequence ofmedia content, as directed by a master control module 224-B. In someembodiments, the Content Distributor 106 also has a fingerprintgenerator module 229-B for generating fingerprints from sequence ofmedia content and stores fingerprint data 238-A. In some embodiments, atleast a subset of the fingerprint data 238-B is sent to the ContentReplacement System 110. In some embodiments, after adding anyreplacement media content to the sequence of media content the ContentDistributor 106 encodes the sequence of media content using an encoder231 into a format suitable for distribution to the Media System 108.When there are a plurality of sequences of media content, the ContentDistributor 106 multiplexes a plurality of sequences of media contentusing multiplexer module 232 before passing the sequences of mediacontent off to the Media System 108.

In accordance with some embodiments, the sequence(s) of media content ispassed off to the Media System 108 through a communication networkassociated with the Content Distributor 106 (e.g., a cable network or asatellite network). In some embodiments the sequence of media content ispassed to the Media System 108 along with a plurality of other sequencesof media content, and the plurality of sequences of media content passthrough a channel selector module 336, which selects a single sequenceof media content to deliver to the Media System 108 in accordance withinstructions received from the Media System 108. In some embodiments thechannel selector module 336 is at the Media System 108 (as shown in FIG.3) and the plurality of sequences of media content are passed to thechannel selector module in the Media System 108.

At the Media System 108 the, sequence(s) of media content are passed toa multi-format demultiplexer 324/decoder 326, which demultiplexes (ifnecessary) and decodes the selected sequence of media content (e.g.,decodes an encoded video stream from one or more of MPEG2, H.264, VC1,Quicktime, or other video format). The demultiplexed and decodedsequence of media content is passed to a fingerprint generator module331 in the Media System 108, which analyzes the content to generatefingerprints. Once fingerprints have been generated, they are passed toa fingerprint matching module 333, which compares the generatedfingerprints with fingerprint data 334 received from the ContentReplacement System 110. The fingerprint matching module communicateswith the content manager 430 in the Content Replacement System 110 torequest replacement media content based on the generated fingerprint(s).In some embodiments, the fingerprint matching module 431 in the ContentReplacement System 110 performs additional steps to identify the mediacontent associated with the fingerprint received from the Media System108, including comparing the received fingerprint to fingerprint data446 stored in the Content Replacement System 110. In some embodimentsthe fingerprint data 446 includes only the fingerprint data receivedfrom the Content Provider 102 and the Content Distributor 106. In someembodiments the fingerprint data also includes fingerprints andassociated data generated by a fingerprint generator module 429 at theContent Replacement System 110. The process for identifying mediacontent associated with a fingerprint is discussed in greater detailbelow with reference to FIGS. 9A-9F.

Once the content associated with the received fingerprint has beenidentified, the content manager 430 passes information associated withthe identified media content (e.g., an advertiser identifier, anadvertisement campaign identifier, advertisement duration, advertisementpre-roll period or advertisement start time) to the content selector426, which selects appropriate replacement media content from theadditional content database 440 based on the information provided by thecontent manager 430 about the parameters of the sequence of mediacontent (e.g., the length of the advertisement to be replaced, theadvertising campaign, etc.) and (optionally) data about the Media System108 that is sent from the Media System 108 or stored on the ContentReplacement System 110. The Content Replacement System 110 sendsreplacement media content to the decoder 326 in the Media System 108.

In some embodiments the replacement media content arrives at thedemultiplexer 324/decoder 326 in MPEG2 transport streams, in MP4containers, or some other type of transport. Additionally, saidreplacement media content may arrive at the demultiplexer 324/decoder326 in MPEG2, H.264, VC1, Quicktime, or other video format. In someembodiments, the replacement media content is streamed over a networkconnection (e.g., the internet) and the multi-format demultiplexer324/decoder 326 has attached storage to buffer the some portion of thebeginning of the replacement sequence of media and any relatedinformation, mitigating the effects of jitter introduced throughstreaming over the internet.

The decoder 326 decodes the replacement media content and passes thedecoded replacement media content to the content selector 334, whichswitches over from the original sequence of media content to thereplacement media content at a time that is, in accordance with someembodiments, determined in accordance with the identified media contentassociated with the fingerprint (e.g., the switch synchronizes thetiming of the cutover from the chosen television channel to the targetedadvertisement being delivered over the Internet from the ContentReplacement System 110). The output device 312 then presents thereplacement media content. In some embodiments, while the sequence ofmedia content is being presented on the output devices 312, thedemultiplexer 324/decoder 326 continues to demultiplex and decode theoriginal sequence of media content.

After the replacement media content has ended the content selector 334automatically switches back to the original sequence of media content.In some embodiments the original sequence of media content continues toadvance while the replacement media content is presented (e.g., itrestarts at a later point in the sequence, such as by replacing oneadvertisement in the sequence with a targeted advertisement of the samelength). In some embodiments the original sequence of media content doesnot continue to advance (e.g., it restarts at the point that it was whenthe replacement media content began to play, such as by inserting anadvertisement into the middle of a movie without replacing any of thecontent of the movie, essentially pausing the movie while theadvertisement is displayed).

At various points in this process the Media System 108 provides usagedata to a usage data collector 436 in the Content Replacement System110. For example, the content selector 334 informs the usage datacollector 436 of the state changes at the content selector 334. Saidstate changes including information about the delivery of replacementmedia content (e.g., a targeted ads) to an output device 312 (e.g., atelevision). The usage data is stored in a usage data database 442 forlater use by the Content Replacement System 110. For targetedadvertisement, when the content selector 334 is located in the outputdevice (e.g., a video switch in a television) usage data is morevaluable than general “rating” data (e.g., “Nielsen Ratings”) because itincludes information about whether the television was turned on, andthus substantially increases the accuracy of determining whether thetargeted advertisement was watched.

Attention is now directed to FIGS. 9A-9F, which include a flowchartrepresenting a method 900 for remotely controlling a Media System 108(e.g., a consumer electronic device), according to certain embodiments.This method may be governed by instructions that are stored in anon-transitory computer readable storage medium and that are executed byone or more processors of one or more computer systems. Each of theoperations shown in FIGS. 9A-9F may correspond to instructions stored ina computer memory or computer readable storage medium. The computerreadable storage medium may include a magnetic or optical disk storagedevice, solid state storage devices such as Flash memory, or othernon-volatile memory device or devices. The computer readableinstructions stored on the computer readable storage medium are insource code, assembly language code, object code, or other instructionformat that is interpreted by one or more processors.

In accordance with one embodiment, the Content Provider 102 and theContent Replacement System 110 perform a series of operations (901-A)and (901-B), including in some embodiments, receiving instructions froma Replacement Content Provider 112 (e.g., receiving instructions from anadvertiser indicating the circumstances under which advertisements in atelevision broadcast stream are to be replaced with targetedadvertisements provided by the advertiser). As one example, a carmanufacturer, purchases a half minute advertising placement opportunitywith a Content Provider 102 (e.g., a television network) and pays acontent replacement service to insert a targeted advertisement in theadvertisement placement opportunity. The Content Replacement System 110obtains (902) replacement media content (e.g., a targeted advertisement)from the Replacement Content Provider (112 in FIG. 1) and obtains (903)content selection parameters from the Replacement Content Provider 112that indicate when the replacement media content should be inserted intoa sequence of media content. In some embodiments those parametersinclude the advertiser identifier, the advertising campaign identifier,a unique identifier of the device playing the advertisement and/or thestarting time of the advertisement.

The Content Provider 102 obtains (904) source media content. In someembodiments, the Content Provider 102 obtains the source media contentfrom a satellite link to a content source (e.g., a television studio).Typically, this data is processed at the Content Provider 102 into aform that lends itself to storage. Additionally, media content can bereceived from a content source by accessing the content source through aproprietary network or a public network such as the Internet. In someembodiments, a Content Distributor 106 physically delivers a storagemedium containing a digital copy of a programming content to the ContentProvider 102. In some embodiments, media content is acquired andprocessed for transmission to viewers in real time, and not first stored(e.g., a live satellite feed of a football game). In some embodimentsacquiring and processing media content for transmission to viewers inreal time includes buffering at least a portion of the content (e.g.,transmitting the media content with an eight second delay to compensatefor any variations in the rate at which the media content is beingreceived by the Content Provider 102).

In accordance with some embodiments, the Content Provider 102 uses thesource media content to create a first sequence of media content (906),such as a television show that includes a plurality of 30-secondadvertisements. After creating the first sequence of media content, theContent Provider 102 generates (908) fingerprint data includingfingerprints of the first sequence of media content, and stores (909)the fingerprint data including the fingerprints and, optionally one ormore of a time stamp, the channel, and the time until the nextadvertisement begins in the data structures at the Content Provider 102.The process for generating a fingerprint in accordance with someembodiments is described in more detail above with reference to FIG. 8.In some embodiments, the fingerprint data is sent to the ContentReplacement System 110. The Content Provider 102 sends (910) the streamof media content to a Content Distributor 106 or, optionally, sends thestream of media content directly to a Media System 108.

The Content Distributor 106 receives (911) the first sequence of mediacontent from the Content Provider 102 and, optionally, adds (912) mediacontent to the first sequence of media content. For example, the ContentDistributor 106 may be authorized to replace a subset of theadvertisements in a television channel with local advertisements. Insome embodiments, after adding any media content to the first sequenceof media content, the Content Distributor 106 generates (914)fingerprint data including fingerprints of the first sequence of mediacontent and stores (915) the fingerprint data including the fingerprintsand, optionally, one or more of a time stamp, the channel, and the timeuntil the next advertisement begins in the data structures at theContent Distributor 106. The process for generating a fingerprint inaccordance with some embodiments is described in more detail above withreference to FIG. 8.

It should be understood that, in some embodiments, only the ContentProvider 102 generates fingerprints of the first sequence of mediacontent, while in other embodiments, only the Content Distributor 106generates fingerprints of the first sequence of media content.Additionally, in some embodiments, both the Content Distributor 106 andthe Content Provider 102 generate fingerprints of the first sequence ofmedia content. (For example, both a television network and a cablecompany have a relationship with a targeted advertiser and thetelevision network and the cable company each generate fingerprints ofthe video feed/stream so as to enable particular positions within thesequence of media content to be identified so that both the ContentProvider 102 and the content distributor are able to identify one ormore advertisements in the same television feed for replacement with atargeted advertisement).

In some embodiments, the fingerprint data generated by the ContentProvider 102 and the Content Distributor 106 are sent to the ContentReplacement System 110, which stores (916) the fingerprint data. In someembodiments, the Content Replacement System 110 generates (917) its ownfingerprints and stores the fingerprints and, optionally, one or more ofa time stamp, the channel, and the time until the next advertisementbegins in the data structures at the Content Distributor 106.

It should be understood that typically the Content Provider 102 and theContent Distributor 106 generate the fingerprint data, because theContent Distributor 106 and the Content Provider 102 have access to thefirst sequence of media content before it is broadcast to the MediaSystem 108 and thus can generate the fingerprint data so that it can beused by the Media System 108 to identify replaceable media content inthe first sequence of media content and insert the replacement mediacontent. However, when the Content Replacement System 110 has access tothe content before it is displayed to the end-user (e.g., if the ContentReplacement System 110 coordinates with the Media System 108 tointroduce a 5 minute delay in the presentation of the first sequence ofmedia content after it is received by both the Media System 108 and theContent Replacement System 110), then the Content Replacement System 110can generate the fingerprint data that is used by the Media System 108,as described in greater detail below.

In some embodiments, fingerprint data is sent (918) to a Media System108 from the Content Replacement System 110. In some embodiments, thefingerprint data includes all of the fingerprint data stored at theContent Replacement System 110. In some embodiments, the ContentReplacement System 110 selects (919) a subset of the data based on usagehistory of the Media System 108. For example, if the Content ReplacementSystem 110 has fingerprint data associated with one hundred televisionchannels, and usage data for a particular Media System 108 indicatesthat the particular Media System 108 is only regularly used to watch tenof those channels, then the Content Replacement System 110 selects thesubset of the fingerprint data that includes the fingerprint dataassociated with those ten channels and only sends the fingerprint dataassociated with those ten channels. In this example, by sending only asubset of the fingerprint data, the amount of data that is transmittedto the Media System 108 (and consequently the amount of bandwidth usedto transmit that data) is reduced by approximately ninety percent.Similarly, sending only a subset of the fingerprint data reduces the useof storage space at the Media System 108. The Media System 108 receives(920) the fingerprint data from the Content Replacement System 110 andstores the fingerprint data (921) in local data structures for use inidentifying sequences of media content and requesting replacement mediacontent, as described in greater detail below.

The Content Distributor 106 prepares (922) the media content fordelivery to a Media System 108. In some embodiments the Media System 108sends a request indicating the selection (924) of a first sequence ofmedia content (e.g., a first television channel). In this embodiment,the Content Distributor 106 delivers (926) the first sequence of mediacontent to the Media System 108. The first sequence of media content isdecoded (928) and presented (938) by the Media System 108. For example,in a switched digital video system, the end-user requests to viewchannel “42” of a plurality of cable channels, the request goes out overthe communications network and a single channel is returned to theend-user and decoded on the end-user's home equipment (e.g., a cable boxand a television). In some embodiments the decoder reports usage data toa Content Replacement System 110, this reporting may occur over analternate communication network (e.g., a second communication network).The Content Replacement System 110 stores (930-A) the usage data, asdescribed in greater detail below.

In some embodiments, the first sequence of media content is a sequenceof video content including video content requested by the end-user andadvertisement video content. In some embodiments, the replacement mediacontent is a sequence of video content including one or more replacementadvertisements.

In some embodiments, the end-user does not send a network request for afirst sequence of media content, but rather the Content Distributor 106delivers (932) a plurality of sequences of media content (e.g.,multiplexed television channels). The Media System 108 receives theplurality of sequences of media content (e.g., multiple televisionchannels) and the end-user selects (934) a first sequence of the mediacontent. In some embodiments, the Media System 108 demultiplexes theplurality of sequences of media content and decodes (936) the selectedfirst sequence of media content. In some embodiments usage data is sentby the Media System 108 to the Content Replacement System 110 and stored(930-B) for later use.

In some embodiments, the Media System 108 receives the first sequence ofmedia content from a media Content Distributor 106 over a firstcommunication network (e.g., a managed content distribution network suchas a cable network or a satellite network), where fingerprint data hasbeen generated from the first sequence of media content in order tofacilitate the replacement of media content in the first sequence ofmedia content with replacement media content. The Media System 108presents (938) the first sequence of media content to an end-user of theMedia System 108. While presenting the first sequence of media contentto the end-user, the Media System 108 generates (939) a fingerprint ofthe first sequence of media content. In some embodiments, thefingerprint is generated before the first sequence is actually displayedto the end-user, so that the first sequence of media content can bereplaced with replacement media content before it is displayed to theend-user.

In some embodiments, the Media System 108 sends (940) a request to theContent Replacement System 110 for replacement media content includingthe fingerprint. For example, in embodiments where the ContentReplacement System 110 does not send any fingerprint data to the MediaSystem 108, the Media System 108 must send the fingerprint to theContent Replacement System 110, and then the fingerprint is compared(942) with reference fingerprints at the Content Replacement System 110.If a matching fingerprint is not found (944), then the process ends(945). If a matching fingerprint is found (946), and the first sequenceof media content is identified by the Content Replacement System 110,then the Content Replacement System 110 proceeds to select replacementmedia content, as described in greater detail below. In accordance withsome embodiments, the Media System 108 stores (930-C) usage data and/orsends the usage data to a Content Replacement System 110 for later use.

In embodiments where the network connection is asymmetrical so that theMedia System 108 has a much higher download bandwidth than uploadbandwidth, it is beneficial for the Content Replacement System 110 tosend fingerprints to the Media System 108 and have some of the matchingof fingerprints take place at the Media System 108, instead of havingthe Media System 108 repeatedly sending fingerprint data to the ContentReplacement System 110 for matching. This arrangement is beneficial,because sending the fingerprint data to the Media System 108 uses therelatively unlimited download bandwidth rather than the relativelylimited upload bandwidth of the Media System 108. Thus, in someembodiments, it is advantageous to store at least a subset of referencefingerprint data including reference finger prints at the Media System108, where the reference fingerprint data is predetermined fingerprintdata (e.g., data originally generated by the Content Replacement System110, the content provider and/or the Content Distributor 106). The MediaSystem 108 compares (948) the generated fingerprint to the referencefingerprints in the subset of reference fingerprint data received fromthe Content Replacement System 110. If a match is not found (950), thenthe Media System 108 sends (951) a request for replacement mediacontent, the request including the generated fingerprint. As anillustrative example, when the Content Replacement System 110 only sendsfingerprint data to the Media System 108 including fingerprints for theten most frequently watched television channels, if the Media System 108is currently displaying a sequence of media content for a televisionchannel that is not one of the ten most frequently watched televisionchannels, the Media System 108 will not have predetermined fingerprintdata that matches the sequence of media content and will have to sendthe generated fingerprint to the Content Replacement System 110 forcomparison with the entire set of reference fingerprints stored at theContent Replacement System 110.

In this embodiment, the fingerprint is received at the ContentReplacement System 110 and is compared (942) with additional referencefingerprints at the Content Replacement System 110. If a matchingfingerprint is not found (944), then the process ends (945). If amatching fingerprint is found (946), thereby identifying the firstsequence of media content, then the Content Replacement System 110proceeds to select replacement media content, as described in greaterdetail below.

In contrast, if a match to the generated fingerprint is found (952),thereby identifying the first sequence of media content, the MediaSystem 108 sends (953) a request for replacement media content to theContent Replacement System 110, the request including data indicatingthat the fingerprint matches a reference fingerprint in the subset ofreference fingerprint data. For example, if the first sequence of mediacontent that is being received by the Media System 108 is one of the tenmost frequently watched television channels, and the Media System 108identifies a reference fingerprint identifying the channel and thecurrent time of the channel. In this example, the request to the MediaSystem 108 includes an identifier of the channel and a timestamp of thechannel and sends a request to the Content Replacement System 110requesting any replacement media content (e.g., targeted advertisements)for the identified channel.

In some embodiments the request includes an authentication message. Anumber of different authentication techniques may be used (e.g.,Kerberos, RSA, etc.), some of which involve multiple communicationsbetween the Media System 108 and the Content Replacement System 110. Ifthe authentication is not valid, then the process ends, and noreplacement media content is sent to the Media System 108. If theauthentication message is valid and the Content Replacement System 110is able to authenticate the request, then the content replacementselects replacement media content in accordance with predefinedcriteria. An exemplary authentication process is described in greaterdetail above with reference to FIG. 6C. One having ordinary skill in theart would readily understand that any authentication process orprocedure known in the art could be used to authenticate communicationsbetween the Media System 108 and the Content Replacement System 110.

It should be noted that the media device does not request a particularreplacement media content. Rather, the media device merely reports aparticular fingerprint or fingerprint match (e.g., an identified firstsequence of media content) to the Content Replacement System 110, andthe Content Replacement System 110 uses the request from the mediadevice (including one or more of a unique identifier of the mediadevice, and fingerprint or fingerprint match) along with, in someembodiments, additional data stored at the Content Replacement System110. The Content Replacement System 110 identifies (954) the firstsequence of media content from the matched reference fingerprint (e.g.,the Content Replacement System 110 determines that the first sequence ofmedia content is a particular television channel). The ContentReplacement System 110 also uses the matched reference fingerprint todetermine (956) a reference position (e.g., a timestamp or number offrames from a content transition point) within the first sequence ofmedia content. In this way the Content Replacement System 110 can make asophisticated decision as to what replacement media content is the mostsuitable for the particular Media System 108 and for the particularcontent replacement opportunity.

The Content Replacement System 110 selects (958) replacement mediacontent in accordance with predefined criteria. In some embodiments thepredefined criteria is based (959) at least in part on the firstsequence of media content. In some embodiments the predefined criteriais based (960) at least in part on the reference position within themedia content. In some embodiments, the predefined criteria is based(961) at least in part on information about the end-user of the MediaSystem 108 such, including replacement parameters provided by theReplacement Content Provider 112 (e.g., an advertiser). These parametersenable the Content Replacement System 110 to intelligently selectreplacement media content. In some embodiments the parameters indicatethat the replacement of a portion of the first sequence of media contentwith replacement media content is authorized (e.g., that the replacementof a non-targeted advertisement with a targeted advertisement isauthorized by the advertiser).

As one example of this method, the reference fingerprint is used by theContent Replacement System 110 to identify a sequence of media content(e.g., a television channel and/or a particular advertisement ortelevision show within the television channel) and a timestamp withinthe sequence of media content (e.g., the location of the content that isto be replaced, such as a non-targeted advertisement). A particularposition (e.g., a position relative to the reference position) withinthe identified first sequence of media content is associated with anadvertisement identifier and/or an advertisement campaign identifier forthe generic advertisement to be overwritten with a targeted replacementadvertisement delivered by the Content Replacement System 110. In someembodiments, the parameters identify the specific targeted advertisementthat may be inserted as a substitute for the generic advertisement. Theadvertisement identifier and the advertisement campaign identifier areused by the Content Replacement System 110 to select an advertisementthat is authorized by the advertiser to overwrite the broadcastadvertisement based on parameters provided by the Replacement ContentProvider 112 (e.g., advertiser) and maintained in a database in theContent Replacement System 110.

Similarly, a request for replacement media content may includeparameters that enable the Content Replacement System 110 to selectadvertisements that best match the technical limitations of the MediaSystem 108. For example, such parameters may include: the video profile(e.g., SD, HD and resolution parameters) and the bandwidth (e.g., datarate) of the network connection. In a complementary implementation,these parameters inform the content replacement server to assist informatting or transcoding the substitute advertisement video so it istechnically compatible with the Media System 108.

In some embodiments, a request for replacement media content includesparameters that enable the Content Replacement System 110 to selectadvertisements that target the viewer based on program context. Theseparameters enable the Content Replacement System 110 to selectadvertisements that best match the interests of the viewer based on thecharacteristics of the content being viewed. Content characteristics canalso be referred to as content properties or content metadata. Contentmetadata that would help the Content Replacement System 110 select anadvertisement that targets a typical viewer of said content include therating of the content and/or the genre of the content (e.g., Kids,Sports, Financial News, etc.) Content metadata can be obtained in manyways. One way to obtain content metadata is by extracting the metadatafrom guide listings data.

A request for replacement media content may also include parameters thatenable the Content Replacement System 110 to select advertisements thattarget the viewer based on the viewer demographic, psychographic orbehavioral information. These parameters enable the Content ReplacementSystem 110 to select advertisements that best match the interests of theviewer based on the viewer's demographic information.

An example of demographic information is the media system location, suchas a zip code. Media System 108 location information may be stored onthe Media System 108 directly and can then be sent directly as aparameter in the request for replacement media content. In some cases,media system location information may not be stored on the Media System108 directly however it can be determined at the back-end by mapping theMedia System 108 host device identifier to the location in an accountdatabase or another database within which there is a mapping of themedia system identifier to its owner's home address. One example of sucha database is a product registration database populated at the MediaSystem 108 purchase point or populated by way of a registrationmechanism such as in the case of a warranty registration. In the casewhere media system location information is not stored directly on theMedia System 108, a parameter in the request from the Media System 108would include the identifier. The identifier would be used by a ContentReplacement System 110 component as a key into a database at theback-end to resolve the media system location information. This locationinformation would be used to select an advertisement that targets thederived location.

In some embodiments, additional information about the end-user of theMedia System 108 is provided by one or more of: a Content Provider 102(e.g., a Content Provider 102 knowing what premium stations the end-userhas purchased), a Content Distributor 106 (e.g., a cable network havingdata about what channels the end-user watches); a manufacturer of theMedia System 108 (e.g., information filled out on a warrantee card); anda service provider to the end-user of the Media System 108 (e.g., a cellphone provider having information about what area codes the end-usercalls the most and what kind of cell phone the end-user owns). In someembodiments this user data (e.g., data about the end-user) may be storedin the Content Replacement System 110 and used by the ContentReplacement System 110 to select replacement media content.

In some embodiments, before the replacement media content is used toreplace the first sequence of media content at the Media System 108, theContent Replacement System 110 verifies that the first sequence of mediacontent is the identified sequence of media content. In one embodiment,the fingerprints discussed above are weak fingerprints (i.e.,fingerprints that include a relatively small amount of information, suchas a fingerprint that is generated using two blocks of a single frame ofthe media content) that is not sufficient to uniquely identify thesequence of media content, but is sufficient to identify a likelycandidate for the first sequence of media content when correlated withother available information (e.g., the approximate time that thefingerprint was processed). In this embodiment, after the sequence ofmedia content has been preliminarily identified the Media System 108generates a stronger fingerprint (i.e. a fingerprint that includes arelatively larger amount of information, such as a fingerprint generatedusing every block in a single frame of the media content) that issufficient to uniquely identify the media sequence. This strongfingerprint is compared with a corresponding fingerprint for theidentified sequence of media content. If the strong fingerprint matches,then the match is verified, and the replacement media content is sent tothe Media System 108.

As an example of this embodiment, if the first sequence of media contentis a television channel including a television program and a pluralityof advertisements, the Media System 108 initially generates weakfingerprints, which are matched (either at the Media System 108 or atthe Content Replacement System 110) with reference fingerprints todetermine the current channel. The Content Replacement System 110identifies a targeted advertisement that is going to be displayed on thechannel as a replacement for a non-targeted advertisement. However,before the non-targeted advertisement is replaced, the Media System 108generates a strong fingerprint of the identified advertisement (e.g., afingerprint of the first frame of the advertisement) which is comparedwith a strong fingerprint of the first frame of the advertisement. Insome embodiments the strong fingerprint is globally unique and isgenerated by sampling the luminance of every block in the first frame ofthe non-targeted advertisement and is compared with a correspondingreference fingerprint for the first frame of the non-targetedadvertisement. In these embodiments, the advertisement is only replacedif the strong fingerprints match. Thus, the content is replaced only ifthe non-targeted advertisement is verified to be the replaceableadvertisement using a strong fingerprint.

In some embodiments, weak fingerprints are used to continuously monitora first sequence of media content to determine whether the firstsequence of media content has ceased to be displayed (e.g., because theend-user switched channels). In this case, a very weak fingerprint maybe used (e.g., the luminance of a single block every 10 video frames)which requires very little bandwidth to communicate with the ContentReplacement System 110, but is sufficient to determine whether thesequence of media content has been changed (e.g., because the end-userhas changed the video input from cable to a DVD player or because theend-user has changed channels.)

The Media System 108 receives (962) the replacement media content anddecodes (964) the replacement media content. In accordance with someembodiments, the Content Replacement System 110 receives and stores(930-D) usage data from the decoder/multiplexer when the replacementmedia content is decoded.

After receiving and decoding the replacement media content, the MediaSystem 108 determines (966) a position to begin presenting thereplacement media content based on the reference position. As oneexample, the content to be replaced is an advertisement, and when theMedia System 108 generates the fingerprint, the Media System 108determines a frame of the fingerprint (e.g., the first frame that wasanalyzed to generate the fingerprint) and records this as part of thefingerprint data. When the sequence of media content is identified, theContent Replacement System 110 sends the Media System 108 replacementmedia content, where the replacement media content starts at a positionrelative to the fingerprint used to identify the sequence of mediacontent (e.g., the position is “239 frames after the frame associatedwith the fingerprint”). The Media System 108 uses the stored fingerprintdata about the location of the fingerprint and the information from theContent Replacement System 110 about the relative position of thefingerprint and an insertion point for the replacement media content todetermine when to begin presenting the replacement media content at theMedia System 108.

In accordance with some embodiments, after determining when to beginpresenting the replacement media content, the Media System 108 beginspresenting (968) the replacement media content instead of the firstsequence of media content. In some embodiments, the replacement mediacontent has an end, and the Media System 108 detects the end of thereplacement media content and ceases to present the replacement mediacontent and presents the first sequence of media content. In accordancewith some embodiments, when the Media System 108 begins presenting thereplacement media content, the Content Replacement System 110 receivesand stores (930-E) usage data from the decoder/multiplexer.

As one example, an end-user is watching television channel “42,” thetelevision detects that a targeted advertisement spot is coming up ineight seconds. In response to generating a fingerprint and determining amatching reference fingerprint, thereby identifying the currentlydisplayed television channel, the television requests targetedadvertisement content from the Content Replacement System 110 over aninternet connection (or sends the fingerprint to the Content ReplacementSystem 110 so that the Content Replacement System 110 can make thisdetermination). After verifying that the sequence of media contentincludes the replaceable content, the Content Replacement System 110sends a targeted advertisement, which is selected based on knowndemographic information about the end-user or the television of theend-user (e.g., provided when the end-user purchased the television).The replacement media content is delivered to the end-user's televisionover the internet connection and is played on the television instead ofthe regular advertisement. When the targeted advertisement ends, thechannel that the end-user was watching is redisplayed.

In accordance with some embodiments, receiving the first sequence ofmedia content includes receiving it from a managed television network,such as a satellite network, radio frequency broadcast network, internetprotocol television system or cable network, while accessing thereplacement media content includes accessing an unmanaged IP network,such as the Internet, or an IP network managed by another, such as in aself-contained hotel network. In a related embodiment, the method maymake use of a virtual second communication network where the secondcommunication network differs from the first communication network onone or more of layers one through six of the Open SystemsInterconnection (OSI) network layer stack. In other words, the secondcommunication network can be a virtualized separate network.

In accordance with some embodiments, while presenting the replacementmedia content to the end-user, the Media System 108 receives (969) arequest to select a second sequence of media content (e.g., to changefrom channel “42” to channel “10”). In some embodiments the Media System108 sends a request to the Content Distributor 106 for the secondsequence of media content, and the Content Distributor 106 delivers(970) sequence of media content that is, in accordance with someembodiments, being provided (971) by the Content Provider 102. The MediaSystem 108 receives (972) the second sequence of media content, andpresents (974) the second sequence of media content to the end-user. Insome embodiments, the Content Distributor 106 is sending the MediaSystem 108 a plurality of sequences of media content, and the MediaSystem 108 merely demultiplexes and decodes the requested secondsequence of media content. In either case, the Media System 108 ceasespresenting the replacement media content; and, instead presents (974)the second sequence of media content to the end-user.

Thus, even though the Media System 108 has replaced the content and isno longer displaying the first sequence of media content (e.g., thefirst channel that the end-user was watching), the Media System 108 isstill able to detect and respond to a request of the end-user to changethe sequence of media content. For example, the end-user is watchingchannel “42,” an advertisement is replaced with a targetedadvertisement. Before the targeted advertisement is finished, theend-user switches to channel “10.” In response, instead of continuing todisplay the targeted advertisement, the television switches to the newchannel (e.g., channel “10”).

In some embodiments, while presenting the second sequence of mediacontent to the end-user, the media device continues to advance thereplacement media content (e.g., the targeted advertisement continues toadvance). In some embodiments, the end-user selects the first sequenceof media content after having previously selected the second set ofmedia content. (e.g., the end-user switches back from channel “10” tochannel “42”). The media device receives a request (978) for the firstsequence of media content; and in response to the request for the firstsequence of media content, if the request was (980) made within apredefined time (e.g., the length of the replacement media content, sothat the replacement media content is still advancing), the Media System108 finishes presenting (982) the replacement media content. However, ifthe request was not (984) made within a predefined time (e.g., thelength of the replacement media content, so that the replacement mediacontent has ended), the Media System 108 resumes presenting (938) thefirst sequence of media content to the end-user. In accordance with someembodiments, when the Media System 108 resumes presenting thereplacement media content, the Content Replacement System 110 receivesand stores (930-F) usage data from the decoder/multiplexer.

Similarly, in another embodiment, while the replacement subset of mediacontent is being sent to the viewer display, the Media System 108continues to monitor the first sequence of media content for changes inthe characteristics of the sequence, such as changes in volume, changesin channels, invocation of Emergency Alert System (EAS), invocation ofan on-screen program guide, etc., and is responsive to such changes byeither switching back to the first sequence of media content (e.g.,television stream) from the replacement media content (e.g., targetedadvertisement stream), or makes changes in characteristics of thereplacement media content (e.g., targeted advertisement stream) receivedover the alternate distribute network to mirror changes in the monitoredfirst sequence of media content (e.g., original television stream) tothe replacement media content.

In some embodiments, the Content Replacement System 110 sends (986) thestored usage data to the Content Provider 102 and/or the ContentDistributor 106. The Content Provider 102 and the Content Distributor106 receive (988-A, 988-B) the usage data and may use that data toimprove their advertising strategies. In some embodiments, the ContentReplacement System 110 stores the usage data and sells (990) the usagedata.

Note that details of other processes described herein with respect tomethods 1100, 1200, 1300 and 1400 (e.g., FIGS. 11A-11F, 12A-12E, 13A-13Dand 14A-14F) are also applicable in an analogous manner to method 1100described above. For example, the fingerprints and/or content describedabove with reference to method 1100 may have one or more of thecharacteristics of the various fingerprints and/or content describedherein with reference to methods 1100, 1200, 1300 and/or 1400. Forbrevity, these details are not repeated here.

Presenting Additional Content

Attention is now directed to FIGS. 10A-10B, which illustrate the flow ofdata through a distributed system for distributing media content to amedia system in accordance with some embodiments (e.g., embodimentswhere media content is replaced using fingerprint detection andmatching). Some functional components, such as the network communicationinterfaces, have been omitted for clarity. Media content forpresentation on a Media System 108 (e.g., television shows for displayon a television) begins as source media content at the Content Provider102, and is typically further modified (e.g., by adding inadvertisements, etc.) at a Content Distributor 106 to generate asequence of media content (e.g., a television channel). One or moresequences of media content (e.g., television channels) are provided tothe Media System 108. A user of the Media System 108 typically selects asequence of media content for presentation at the Media System 108(e.g., switching a channel). It should be understood that this selectionmay result in selecting a received sequence of media content from aplurality of received sequences of media content, or it may result inreducing the number of sequences of media content that are provided tothe Media System 108 to a single sequence of media content.

The Content Providers 102 and/or Content Distributors 106 send data on aContent Replacement System 110 enabling the Content Replacement System110 to determine the currently presented content at the Media System108. In some embodiments, this is reference fingerprint data generatedat the Content Providers 102 and/or Content Distributors 106. In someembodiments, the Content Replacement System 110 receives the sequence(s)of media content from the Content Providers 102 and/or ContentDistributors 106 and generates reference fingerprint data using thesequence(s) of media content.

Additional content (e.g., replacement content or supplemental content)is provided to the Content Replacement System 110 and/or the MediaSystem 108 by the Replacement Content Providers 112. As used herein,additional content refers to virtually any kind of media content thatcan be presented at the Media System 108. This additional content willtypically include content that is in some way associated with thereceived sequence of media content that is currently being displayed orprepared for display at the Media System 108. The additional contentmay: provide information about the received sequence of media content,include information targeted to viewers of the received sequence ofmedia content, and/or provide interactive capabilities related to thereceived sequence of media content. As one example, the additionalcontent includes sequences of replacement content (e.g., targetedtelevision advertisements) for replacing all or a portion of thesequence of media content at the Media System 108. As another example,the additional content includes informational supplemental content fordisplay in conjunction with (e.g., next to or overlaying at least aportion of) the received sequence of media content (e.g., a name of thecurrently displayed television show, a name of the current inputsource/television channel, an advertisement targeted to viewers of thecurrent television channel, a programming guide, content such as statusupdates from social media sources, current weather, a stock ticker,etc.). As another example, the additional content includes interactivesupplemental content for display in conjunction with (e.g., next to oroverlaying at least a portion of) the received sequence of media content(e.g., an interactive advertisement, interactive programming guide,polling widget, voting widget, game show widget, game etc.). In someembodiments, the additional content includes components (e.g., audio,images, video, text, executable instructions, etc.) which are assembledat the Content Replacement System 110 or the Media System 108.

As an extended example of displaying additional content in conjunctionwith a received sequence of media content, the received sequence ofmedia content is a television channel and the additional content is a“channel recognition bar.” When the user switches television channels,the Content Replacement System 110 identifies the new channel using datafrom the Media System 108, as described in greater detail below andgenerates a channel recognition bar for display at the Media System 108along with the content of the television channel. This channelrecognition bar is typically displayed along the edge of the display(e.g., the lower right hand corner) and includes an identifier (e.g.,name, logo, etc.) of the current television show. The channelrecognition bar may also include a small graphical advertisement or logoof a product manufacturer, which is typically selected so as to targetan audience of the current television show, but may be selected based onany criteria. In this example, the channel recognition bar is displayedas soon as possible after the television channel is switched and is onlydisplayed for a few seconds (e.g., 5-10 seconds) after the channel hasbeen switched. This channel recognition bar is useful to the end-user,because it provides helpful information as to the show that is currentlybeing displayed, and may be able to do so even when advertisements arebeing displayed on the channel). The channel recognition bar is also apossible source of revenue, as each channel change will result in a newchannel recognition bar being presented along with a new advertisement,and each new advertisement can be sold as an advertisement impression.Optionally, the channel recognition bar is interactive and enables theend-user to acquire more information about the television show or theadvertised product or company by performing a select operation (e.g.,selecting a predefined button on a remote control associated with theMedia System 108).

FIG. 10A illustrates additional operations that are performed while thedistributed system including a Media System 108 and a ContentReplacement System 110 is in a discovery mode 1002 (e.g., while thedistributed system is in the process of identifying an unknown sequenceof media content that is being displayed/prepared for display on theMedia System 108). In the discovery mode illustrated in FIG. 10A, theMedia System 108 generates comparison fingerprints from the receivedsequence of media content and sends the comparison fingerprints to theContent Replacement System 110 for comparison with referencefingerprints. However, it should be understood that, in someembodiments, the Content Replacement System 110 sends referencefingerprints (e.g., fingerprints for multiple different sequences ofadditional content) to the Media System 110 for comparison with thecomparison fingerprints.

FIG. 10B illustrates additional operations that are performed while thedistributed system is in a tracking mode 1004 (e.g., after thedistributed system has identified a sequence of media content that isbeing displayed/prepared for display at the Media System 108 and istracking the content to determine if a different unknown sequence ofmedia content starts to be displayed/prepared for display on the MediaSystem 108). Once the unknown sequence of media content has beenidentified, the Content Replacement System 110 sends referencefingerprints to the Media System 108. In some embodiments, thesereference fingerprints include only reference fingerprints for theidentified sequence of media content that is being displayed/preparedfor display at the Media System 108 (e.g., so as to conserve networkbandwidth). Additionally, the Content Replacement System 110 sends theMedia System 108 information that enables additional content (e.g.,supplemental content or replacement content) to be displayed at theMedia System. In some embodiments, this information is the additionalcontent (e.g., a channel recognition bar, a replacement advertisement,etc.); while in other embodiments, this information includes anidentifier that identifies additional content already stored at theMedia System 108 for display at the Media System 108.

Thus, as illustrated in FIGS. 10A-10B, in one embodiment, when thedistributed system is in discovery mode, 1002 comparison fingerprintsare sent from the Media System 108 to the Content Replacement System 110for comparison with reference fingerprints at the Content ReplacementSystem 110, while when the distributed system is in tracking mode 1004,reference fingerprints are sent from the Content Replacement System 110to the Media System 108 for comparison with comparison fingerprints atthe Media System 108. This particular embodiment is advantageous insituations where bandwidth of the network connection between the ContentReplacement System 110 and the Media System 108 is constrained, becausefingerprints for a small number of sequences of media content (e.g.,fingerprints for the unknown media content during discovery mode andfingerprints for the identified media content during tracking mode) needbe transmitted between the Media System 108 and the Content ReplacementSystem 110. This particular embodiment is also advantageous insituations where the Media System 108 has relatively less processingpower than the Content Replacement System 110, because the relativelycomputationally intensive task of identifying an unknown sequence ofmedia content is performed at the Content Replacement System 110 duringthe discovery mode, while the less computationally intensive task ofdetermining that the sequence of media content that is currently beingdisplayed/prepared for display at the Media System 108 is performed atthe Media System 108. This particular embodiment is also advantageous insituations where the network connection between the Content ReplacementSystem 110 and the Media System 108 has a high latency, because therelatively infrequently performed task of identifying an unknownsequence of media content is performed at the Content Replacement System110 (e.g., requiring a communication from the Media System 108 and aresponse from the Content Replacement System 110), while the relativelyfrequently performed task of monitoring to ensure that the sequence ofmedia content that is currently being displayed/prepared for display atthe Media System 108 has not changed is performed at the Media System108 (e.g., requiring only a communication from the Content ReplacementSystem).

Attention is now directed to FIGS. 11A-11F, which include a flowchartrepresenting a method 1100 for distributing media content to a MediaSystem 108 (e.g., a consumer electronic device), according to certainembodiments. This method may be governed by instructions that are storedin a non-transitory computer readable storage medium and that areexecuted by one or more processors of one or more computer systems. Eachof the operations shown in FIGS. 11A-11F may correspond to instructionsstored in a computer memory or computer readable storage medium. Thecomputer readable storage medium may include a magnetic or optical diskstorage device, solid state storage devices such as Flash memory, orother non-volatile memory device or devices. The computer readableinstructions stored on the computer readable storage medium are insource code, assembly language code, object code, or other instructionformat that is interpreted by one or more processors.

In accordance with one embodiment, the Content Provider 102 and theContent Replacement System 110 perform a series of operations (1101-A)and (1101-B), including in some embodiments, receiving instructions froma Replacement Content Provider 112 (e.g., receiving instructions from anadvertiser indicating the circumstances under which advertisements in atelevision broadcast stream are to be replaced with targetedadvertisements provided by the advertiser or supplemented withadditional informational/interactive content). As one example, a carmanufacturer, purchases a half minute advertising placement opportunitywith a Content Provider 102 (e.g., a television network) and pays acontent replacement service to insert a targeted advertisement in theadvertisement placement opportunity. As another example, a televisionstation requests that a channel identifier displayed in a televisionbroadcast be replaced with an overlay of additional content (e.g.,weather, a news ticker, a local television station logo,advertisements). The Content Replacement System 110 obtains (1102)additional content (e.g., a targeted advertisement) from the ReplacementContent Provider (112 in FIG. 1) and obtains (1103) content selectionparameters from the Replacement Content Provider 112 that indicate whenand/or where the replacement media content should be inserted into asequence of media content (e.g., the advertisement that the replacementcontent is replacing or the portion of the content that is to be coveredby the overlaid additional content). In some embodiments thoseparameters include the advertiser identifier, the advertising campaignidentifier, a unique identifier of the device playing the advertisementand/or the starting time of the advertisement.

The Content Provider 102 obtains (1104) source media content. In someembodiments, the Content Provider 102 obtains the source media contentfrom a satellite link to a content source (e.g., a television studio).Additionally, media content can be received from a content source byaccessing the content source through a proprietary network or a publicnetwork such as the Internet. In some embodiments, a Content Distributor106 physically delivers a storage medium containing a digital copy of aprogramming content to the Content Provider 102. In some embodiments,media content is acquired and processed for transmission to viewers inreal time, and not first stored (e.g., a live satellite feed of afootball game). In some embodiments acquiring and processing mediacontent for transmission to viewers in real time includes buffering atleast a portion of the content (e.g., transmitting the media contentwith an eight second delay to compensate for any variations in the rateat which the media content is being received by the Content Provider102).

In accordance with some embodiments, the Content Provider 102 uses thesource media content to create a respective sequence of media content(1106), such as a television show that includes a plurality of 30-secondadvertisements. After creating the respective sequence of media content,the Content Provider 102 generates (1108) fingerprint data includingreference fingerprints of the respective sequence of media content, andstores (1109) the fingerprint data including the reference fingerprintsand, optionally one or more of a time stamp, the channel, and the timeuntil the next advertisement begins in the data structures at theContent Provider 102. The process for generating a fingerprint inaccordance with some embodiments is described in more detail below withreference to FIGS. 14A-14F. In some embodiments, the fingerprint data issent to the Content Replacement System 110. The Content Provider 102sends (1110) the stream of media content to a Content Distributor 106or, optionally, sends the stream of media content directly to a MediaSystem 108. In some embodiments, the media system is a consumerelectronic device with an end-user. In some embodiments, the mediacontent is video content for display to the end-user.

In some embodiments the Content Distributor 106 receives (1111) therespective sequence of media content from the Content Provider 102 and,optionally, adds (1112) media content to the respective sequence ofmedia content. For example, the Content Distributor 106 may beauthorized to replace a subset of the advertisements in a televisionchannel with local advertisements. In some embodiments, after adding anymedia content to the respective sequence of media content, the ContentDistributor 106 generates (1114) fingerprint data including referencefingerprints of the respective sequence of media content and stores(1115) the fingerprint data including the reference fingerprints and,optionally, one or more of a time stamp, the channel, and the time untilthe next advertisement begins in the data structures at the ContentDistributor 106. The process for generating a fingerprint in accordancewith some embodiments is described in more detail below with referenceto FIGS. 13A-13F.

It should be understood that, in some embodiments, only the ContentProvider 102 generates fingerprints of the respective sequence of mediacontent, while in other embodiments, only the Content Distributor 106generates fingerprints of the respective sequence of media content.Additionally, in some embodiments, both the Content Distributor 106 andthe Content Provider 102 generate fingerprints of the respectivesequence of media content. For example, when both a television networkand a cable company have a relationship with a targeted advertiser, boththe television network and the cable company may separately generatefingerprints of the video feed/stream so as to enable particularpositions within the sequence of media content to be identified. Thus,in this example, both the Content Provider 102 and the ContentDistributor 106 are able to independently identify one or moreadvertisements in the same television feed for replacement with atargeted advertisement and/or identify additional content to be overlaidon the television while a particular channel is displayed using theseparately generated fingerprints.

In some embodiments, the fingerprint data (e.g., reference fingerprints)generated by the Content Provider 102 and the Content Distributor 106are sent to the Content Replacement System 110, which stores (1116) thefingerprint data (e.g., reference fingerprints). In some embodiments,the Content Replacement System 110 generates (1117) its own fingerprintsand stores the fingerprints and, optionally, one or more of a timestamp, the channel, and the time until the next advertisement begins inthe data structures at the Content Replacement System 110.

It should be understood that typically the Content Provider 102 and theContent Distributor 106 generate the fingerprint data (e.g., referencefingerprints), because the Content Distributor 106 and the ContentProvider 102 have access to the respective sequence of media contentbefore it is broadcast to the Media System 108 and thus can generate thefingerprint data (e.g., reference fingerprints) so that it can be usedby the Media System 108 to identify media content in the respectivesequence of media content that can be replaced or supplemented withadditional content and insert the additional content. However, when theContent Replacement System 110 has access to the respective sequence ofmedia content before it is displayed to the end-user (e.g., by arrangingwith the Content Distributor 106 to receive access to the sequence ofmedia content before it is broadcast, by generating fingerprints duringa standard broadcast delay of approximately seconds, or by generatingfingerprints during a longer delay that is coordinated between theContent Replacement System 110 and the Media System 108), then theContent Replacement System 110 can generate the fingerprint data (e.g.,reference fingerprints) that is used by the Media System 108, asdescribed in greater detail below.

In some embodiments, fingerprint data (e.g., reference fingerprints) issent (1118) to a Media System 108 from the Content Replacement System110. In some embodiments the fingerprint data is sent to the MediaSystem 108 over an unmanaged communication network (e.g., the Internet).In some embodiments, the fingerprint data includes all of thefingerprint data stored at the Content Replacement System 110. In someembodiments, the Content Replacement System 110 selects (1119) a subsetof the data based on usage history of the Media System 108. For example,if the Content Replacement System 110 has fingerprint data associatedwith one hundred television channels, and usage data for a particularMedia System 108 indicates that the particular Media System 108 is onlyregularly used to watch ten of those channels, then the ContentReplacement System 110 selects the subset of the fingerprint data thatincludes the reference fingerprints associated with those ten channelsand only sends the reference fingerprints associated with those tenchannels. In this example, by sending only a subset of the fingerprintdata, the amount of data that is transmitted to the Media System 108(and consequently the amount of bandwidth used to transmit that data) isreduced by approximately ninety percent. Similarly, sending only asubset of the fingerprint data reduces the use of storage space at theMedia System 108. The Media System 108 receives (1120) the fingerprintdata from the Content Replacement System 110 and stores the fingerprintdata (1121) in local data structures for use in identifying sequences ofmedia content and requesting additional content, as described in greaterdetail below.

The Media System 108 receives (1123) a received sequence of mediacontent (e.g., the respective sequence of media content) forpresentation at the media system. In some embodiments, the receivedsequence of media content is received from the media Content Distributor106 over a managed communication network (e.g., a cable network or asatellite network). In other words, in some embodiments, the receivedsequence of media content is broadcast media content (e.g., a televisionstation). However, it should be understood that, for the purposes of themethod described herein, the received sequence of media content receivedby the Media System 108 can be virtually any media content that isprovided to the Media System 108. For example, the received mediacontent could be any of broadcast TV content, video on demand,previously recorded broadcast TV, streaming internet video, purchasedcontent (e.g., DVD, Blu-Ray, digital downloaded video, etc.).

In embodiments where the received sequence of media content is broadcastcontent, typically either: the media system will select a sequence ofmedia content and only that sequence of media content will be deliveredto the Media System 108 by the Content Distributor 106 (as described ingreater detail below with reference to operations 1124-1128); or aplurality of multiplexed sequences of media content will be delivered tothe Media System 108 from a Content Distributor 106 and the Media System108 will demultiplex and decode the received sequence of media content(as described in greater detail below with reference to operations1132-1134). However, in either case, the received sequence of mediacontent is prepared to be presented at the Media System 108.

In embodiments where the received sequence of media content is broadcastmedia content and the Content Distributor provides a single sequence ofmedia content, the Content Distributor 106 prepares (1122) the mediacontent for delivery to a Media System 108. In some embodiments theMedia System 108 sends a request indicating the selection (1124) of arespective sequence of media content (e.g., a first television channel).In this embodiment, the Content Distributor 106 delivers (1126) therespective sequence of media content to the Media System 108. Forexample, in a switched digital video system, the end-user requests toview channel “42” of a plurality of cable channels, the request goes outover the managed communications network and a single channel is returnedto the end-user and decoded on the end-user's home equipment (e.g., acable box and a television). In some embodiments the decoder reportsusage data to a Content Replacement System 110, this reporting may occurover an alternate communication network (e.g., an unmanagedcommunication network). The Content Replacement System 110 stores(1130-A) the usage data, as described in greater detail below.

In embodiments where the received sequence of media content is broadcastmedia content and the Content Distributor 106 provides a plurality ofmultiplexed sequences of media content, the end-user does not send anetwork request for a respective sequence of media content, but ratherthe Content Distributor 106 delivers (1132) a plurality of sequences ofmedia content (e.g., multiplexed television channels) to the MediaSystem 108. The Media System 108 receives the plurality of sequences ofmedia content (e.g., multiple television channels) and the end-userselects (1134) the respective sequence of the media content. In someembodiments, the Media System 108 demultiplexes the plurality ofsequences of media content and decodes (1136) the selected respectivesequence of media content. In some embodiments usage data is sent by theMedia System 108 to the Content Replacement System 110 and stored(1130-B) for later use.

The Media System 108 prepares to present (1137) the received sequence ofmedia content to an end-user of the Media System 108 (e.g., bufferingthe sequence of media content, decompressing video, etc). Whilepreparing to present the unknown received sequence of media content tothe end-user, the distributed system that includes the Media System 108and the Content Replacement System 110 is initially in a discovery mode(e.g., 1002 as shown in FIG. 10A). While in the discovery mode, theMedia System 108 generates (1138) a comparison fingerprint for thereceived sequence of media content. In some embodiments, the comparisonfingerprint is generated using a single frame. In some embodiments, thecomparison fingerprint is taken from one or more frames of video contentwithin the sequence of media content. An exemplary method for generatinga fingerprint is described in greater detail below with reference toFIGS. 13A-13F. In some embodiments, the fingerprint is generated beforea displayed sequence of media content corresponding to the receivedsequence of media content is actually displayed to the end-user, so thatadditional content (e.g., replacement content and/or supplementalcontent) can be added to the received sequence of media content beforethe displayed sequence of media content is viewed by the end-user.

The comparison fingerprint is for comparison with a plurality ofreference fingerprints so as to identify the received sequence of mediacontent. It should be understood that, in accordance with variousembodiments, this comparison may take place either: at the Media System108; at the Content Replacement System 110, or at both the Media System108 and the Content Replacement System 110. In some embodiments, theplurality of reference fingerprints are generated prior to the broadcastof the received sequence of media content (e.g., the referencefingerprints are predetermined). In some embodiments, the fingerprintsare generated up to twenty four hours in advance by processing a pre-runof the broadcast. However, it should be understood that for somebroadcast media (e.g., news, sports, etc.) a pre-run is not availableand thus the reference fingerprints are generated on-the-fly in betweenthe time the broadcast is generated and when it is displayed to theend-user (e.g., during a short delay that is typically added into livebroadcasts, sometimes called a “seven second delay,” although the delaymay be more or less than seven seconds).

The Media System 108 sends (1139) a request for identification ofadditional content to a server system (e.g., the Content ReplacementSystem 110), where the request is based at least in part on thecomparison fingerprint. In some embodiments, the request foridentification of additional content includes (1140) one or morecomparison fingerprints (e.g., the comparison between the comparisonfingerprint and the plurality of reference fingerprints is performed atthe Content Replacement System 110). In some of these embodiments,sending the request for additional content includes sending a stream offingerprints for successive frames of received media content (e.g. onefingerprint per frame) until a matching reference fingerprint isdetected. In some embodiments the request for identification ofadditional content includes (1141) data indicating a matching referencefingerprint (e.g., at least a portion of the comparison between thecomparison fingerprint and the plurality of reference fingerprints isperformed at the Media System 108, and the request sent to the ContentReplacement System 110 based at least in part on a result of thatcomparison).

In some embodiments, if there is (1142) a response from the serversystem (e.g., the Content Replacement System 110), the distributedsystem exits discovery mode, and the Media System 108 stops sendingrequests for identification of additional content to the server system(e.g., the Content Replacement System 110). However, if there is (1143)no response from the server, the Media System 108 continues to generateadditional comparison fingerprints and send requests for identificationof additional content using the additional comparison fingerprints.Thus, if a comparison fingerprint is not matched with any referencefingerprint, the discovery mode continues until a match is detected. Forexample, the comparison fingerprint may not be matched if the comparisonfingerprint was generated improperly, was corrupted, the receivedsequence of media content is unidentifiable (e.g., the received sequenceof media content is home video, for which the Conversation ReplacementSystem 110 will not typically have reference fingerprints), or any of anumber of other possible reasons.

When the request for identification of additional content includes(1140) one or more comparison fingerprints, the Content ReplacementSystem 110 compares (1144) the comparison fingerprint with a pluralityof reference fingerprints. Exemplary processes for comparing acomparison fingerprint with a plurality of reference fingerprints aredescribed in greater detail below with reference to FIGS. 12A-12E and14A-14F. If a matching fingerprint is not found (1145), then the processends. If a matching fingerprint is found (1146), the matching referencefingerprint is used to identify (1147) the unknown received sequence ofmedia content, enabling the Content Replacement System 110 to selectadditional content for display at the Media System 108, as described ingreater detail below with reference to operations 1156-1160.Subsequently, the Media System 108 receives information enabling theadditional content to be displayed (e.g., the additional content orinstructions for selecting the additional content) and displays theadditional content, as described in greater detail below with referenceto operations 1161-1170.

However, it should be understood that, in embodiments where the networkconnection between the Media System 108 and the Content ReplacementSystem 110 is asymmetrical so that the Media System 108 has a muchhigher download bandwidth than upload bandwidth, it is advantageous forthe Content Replacement System 110 to send reference fingerprints to theMedia System 108 and have some of the matching of fingerprints takeplace at the Media System 108, instead of having the Media System 108repeatedly sending comparison fingerprint data to the ContentReplacement System 110 for matching. This arrangement is advantageous,because sending the reference fingerprint data to the Media System 108uses the relatively unlimited download bandwidth to receive thereference fingerprints from the Content Replacement System 110 ratherthan the relatively limited upload bandwidth to transmit the comparisonfingerprints to the Content Replacement System 110.

Thus, in some embodiments, prior to generating the comparisonfingerprint, the Media System 108 receives, from the server system(e.g., the Content Replacement System 110), at least a subset of thereference fingerprints selected from the plurality of referencefingerprints. In some of these embodiments, after generating thecomparison fingerprint, the Media System 108 compares the comparisonfingerprint to respective reference fingerprints of the subset ofreference fingerprints; and if a respective reference fingerprint of thesubset of reference fingerprints matches the fingerprint, the requestfor additional content includes data indicating that the fingerprintmatches the respective reference fingerprint; and if the comparisonfingerprint does not match any of the respective reference fingerprintsof the subset of reference fingerprints, the request for a additionalcontent includes the comparison fingerprint, for comparison withadditional reference fingerprints at the server system. In someembodiments, the subset of reference fingerprints are selected from theplurality of reference fingerprints based on usage data. As anillustrative example, when the Content Replacement System 110 only sendsfingerprint data to the Media System 108 including fingerprints for theten most frequently watched television channels, if the Media System 108is currently displaying a sequence of media content for a televisionchannel that is not one of the ten most frequently watched televisionchannels, the Media System 108 will not have predetermined fingerprintdata that matches the sequence of media content and will typically sendthe generated comparison fingerprint to the Content Replacement System110 for comparison with the entire set of reference fingerprints storedat the Content Replacement System 110.

In contrast, if a match to the generated comparison fingerprint isfound, thereby identifying the received sequence of media content, theMedia System 108 sends (1141) the request including data indicating amatching reference fingerprint to the Content Replacement System 110.For example, if the received sequence of media content that is beingreceived by the Media System 108 is one of the ten most frequentlywatched television channels, and the Media System 108 identifies areference fingerprint identifying the channel and the current time ofthe channel. In this example, the request to the Media System 108includes an identifier of the channel and a timestamp of the channel andsends a request to the Content Replacement System 110 requesting anyadditional content (e.g., targeted advertisements, channel recognitionbars, local information) to be displayed in addition to or replace thesequence of media content. The Content Replacement System 110 uses thedata indicating the matching reference fingerprint to identify (1147)the received sequence of media content, as described in greater detailabove.

In some embodiments the request includes an authentication message. Anumber of different authentication techniques may be used (e.g.,Kerberos, RSA, etc.), some of which involve multiple communicationsbetween the Media System 108 and the Content Replacement System 110. Ifthe authentication is not valid, then the process ends, and noadditional content is sent to the Media System 108. If theauthentication message is valid and the Content Replacement System 110is able to authenticate the request, then the content replacementselects additional content in accordance with predefined criteria. Anexemplary authentication process is described in greater detail abovewith reference to FIG. 6C. One having ordinary skill in the art wouldreadily understand that any authentication process or procedure known inthe art could be used to authenticate communications between the MediaSystem 108 and the Content Replacement System 110.

It should be noted that in embodiments, where the request includes dataindicating a matching reference fingerprint, the Media System 108 doesnot typically request particular additional content. Rather, the mediadevice merely reports a particular fingerprint or fingerprint match(e.g., an identifier for the received sequence of media content or amatching reference fingerprint) to the Content Replacement System 110,and the Content Replacement System 110 uses the request from the MediaSystem 108 along with, in some embodiments, additional data stored atthe Content Replacement System 110 to identify (1147) the receivedsequence of media content. The information included in the request,enables the Content Replacement System 110 to select additional contentfor display at the Media System 108, as described in greater detailbelow with reference to Operations 1156-1160. Subsequently, the MediaSystem 108 receives information enabling the additional content to bedisplayed (e.g., the additional content or instructions for selectingthe additional content) and displays the additional content, asdescribed in greater detail below with reference to operations1161-1170.

In some embodiments, concurrently with transmitting/receiving theinformation enabling the additional content to be displayed at the MediaSystem 108 (e.g., after the unknown received sequence of media contenthas been identified), the distributed system including the Media System108 and the Content Replacement System 110 enters a tracking mode (e.g.,1004 in FIG. 10B), where the distributed system periodically determineswhether the received sequence of media content has changed and, if so,returns to discovery mode. In some embodiments, after identifying thereceived sequence of media content, the Content Replacement System 110begins sending (1148) reference fingerprints for the received sequenceof media content to the media system. In some embodiments, the referencefingerprints include (1149) fingerprints for a predefined number ofsequences of media content (e.g., fingerprints for one televisionchannel, two television channels or some predetermined number of bestmatching television channels). In some embodiments, the referencefingerprints include (1150) fingerprints for multiple distinct sequencesof media content (e.g., the reference fingerprints may include referencefingerprints for multiple television channels if the received comparisonfingerprint matched reference fingerprints generated from multipletelevision channels).

In some embodiments (e.g., while in the tracking mode), the Media System108 receives (1151) one or more reference fingerprints for the receivedsequence of media content from the server system (e.g., ContentReplacement System 110). In some embodiments, the reference fingerprintsare received as a stream of reference fingerprints (e.g., the referencefingerprints are sent sequentially over a period of time in an orderdetermined in accordance with a progression of the reference sequence ofmedia content from which they were generated). For example, when thereference sequence of media content is a television station, a referencefingerprint may be generated for each frame of the content and then sentto Media System 108 for comparison with a comparison fingerprint. In thetracking mode, the media system generates (1152) additional comparisonfingerprints of units of the received sequence of media content andcompares (1153) a respective reference fingerprint to a comparisonfingerprint of a corresponding unit of the received sequence of mediacontent to determine whether the respective reference fingerprintmatches the comparison fingerprint.

When the comparison of the respective reference fingerprint(s) with thecorresponding comparison fingerprint results in a match, the MediaSystem 108 continues in tracking mode to receive additional referencefingerprints and compare them against additional comparisonfingerprints. Typically this process will continue until there is asingle reference sequence of media content that matches the receivedsequence of media content. In some embodiments the match is confirmedwhen a predetermined number of matches have been detected in a row, asdescribed in greater detail below with reference to the MULTIPLE statein FIGS. 12A-12E.

However, when the received sequence of media content has been changed toa different received sequence of media content, the referencefingerprints will cease to match the additional comparison fingerprints(e.g., fingerprints generated from the different received sequence ofmedia content). Thus, when the Media System 108 determines (1155) thatthe respective reference fingerprint does not match the comparisonfingerprint for the corresponding unit of the sequence of media content,the Media System 108 will return to the discovery mode. In other words,in response to determining that there is no match, the Media System 108will return to operation 1139, and send the comparison fingerprint tothe server system (e.g., Content Replacement System 110) for comparisonwith a plurality of reference fingerprints so as to identify thedifferent sequence of media content and determine a reference positionwithin the different sequence of media content. In some embodiments,sending the respective reference fingerprint to the server systemincludes sending a stream of comparison fingerprints (e.g., onefingerprint per frame of the received sequence of media content) to theserver system, until the server system identifies a match and beginssending a stream of reference fingerprints to the Media System 108.

In some embodiments, the Content Replacement System 110 uses the matchedreference fingerprint to determine (1156) a reference position (e.g., atimestamp or number of frames from a content transition point) withinthe sequence of media content received by the Media System 108. In thisway the Content Replacement System 110 can make a sophisticated decisionas to what additional content is the most suitable for the particularMedia System 108 and for the particular content addition opportunity(e.g., channel change or advertisement substitution opportunity). Insome embodiments, the reference position is a temporal position withinthe received sequence of media content (e.g., the additional content isa sequence of media content that begins at “frame x,” or the additionalcontent is a channel recognition bar that is displayed in a lowerright-hand corner of the display that begins to be displayed at “framex”). In some of these embodiments, the reference position identifies aspecific frame in the received sequence of media content (e.g., thefingerprint is a frame-accurate fingerprint).

The Content Replacement System 110 selects (1157) additional content inaccordance with predefined criteria. In some embodiments the predefinedcriteria is based (1158) at least in part on the received sequence ofmedia content (e.g., the media content received at the Media System108). In some-embodiments the predefined criteria is based (1159) atleast in part on the reference position within the media content. Insome embodiments, the predefined criteria is based (1160) at least inpart on information about the end-user of the Media System 108 such,including parameters provided by the Replacement Content Provider 112(e.g., an advertiser). These parameters enable the Content ReplacementSystem 110 to intelligently select additional content for display at theMedia System 108. In some embodiments the parameters indicate that thereplacement of a portion of the received sequence of media content withreplacement media content is authorized (e.g., that the replacement of anon-targeted advertisement with a targeted advertisement is authorizedby the advertiser). In some embodiments the parameters indicate that theaddition of additional content to a portion of the received sequence ofmedia content is authorized (e.g., that the display of overlaidadditional content in the received sequence of media content isauthorized by the advertiser, content producer and/or contentdistributor).

As one example of this method, the reference fingerprint is used by theContent Replacement System 110 to identify a received sequence of mediacontent (e.g., a television channel and/or a particular advertisement ortelevision show within the television channel) and a timestamp withinthe sequence of media content (e.g., the location of the content that isto be replaced, such as a non-targeted advertisement). A particularposition (e.g., a position relative to the reference position) withinthe identified received sequence of media content is associated with anadvertisement identifier and/or an advertisement campaign identifier forthe generic advertisement to be overwritten with a targeted replacementadvertisement delivered by the Content Replacement System 110. In someembodiments, the parameters identify the specific targeted advertisementthat may be inserted as a substitute for the generic advertisement. Theadvertisement identifier and the advertisement campaign identifier areused by the Content Replacement System 110 to select an advertisementthat is authorized by the advertiser to overwrite the broadcastadvertisement based on parameters provided by the Replacement ContentProvider 112 (e.g., advertiser) and maintained in a database in theContent Replacement System 110.

Similarly, a request for additional content may include parameters thatenable the Content Replacement System 110 to select advertisements thatbest match the technical limitations of the Media System 108. Forexample, such parameters may include: the video profile (e.g., SD, HDand resolution parameters), the bandwidth (e.g., data rate) of thenetwork connection, and/or the size of the display of the Media System108, etc. In a complementary implementation, these parameters inform theContent Replacement System 110 to assist in formatting/resizing and/ortranscoding the additional content (e.g., replacement advertisement,channel recognition bar etc.) so it is technologically compatible withthe Media System 108.

In some embodiments, a request for additional content includesparameters that enable the Content Replacement System 110 to selectadvertisements that target the viewer based on program context. Theseparameters enable the Content Replacement System 110 to selectadditional content (e.g., advertisements) that best matches theinterests of the viewer based on the characteristics of the contentbeing viewed. Content characteristics can also be referred to as contentproperties or content metadata. Content metadata that would help theContent Replacement System 110 select an advertisement that targets atypical viewer of said content include the rating of the content and/orthe genre of the content (e.g., Kids, Sports, Financial News, etc.)Content metadata can be obtained in many ways. One way to obtain contentmetadata is by extracting the metadata from guide listings data.

A request for additional content may also include parameters that enablethe Content Replacement System 110 to select advertisements that targetthe viewer based on the viewer demographic, psychographic or behavioralinformation. These parameters enable the Content Replacement System 110to select advertisements that best match the interests of the viewerbased on the viewer's demographic information.

An example of demographic information is the media system location, suchas a zip code. Media System 108 location information may be stored onthe Media System 108 directly and can then be sent directly as aparameter in the request for additional content. In some cases, mediasystem location information may not be stored on the Media System 108directly however it can be determined at the back-end by mapping theMedia System 108 host device identifier to the location in an accountdatabase or another database within which there is a mapping of themedia system identifier to its owner's home address. One example of sucha database is a product registration database populated at the MediaSystem 108 purchase point or populated by way of a registrationmechanism such as in the case of a warranty registration. In the casewhere media system location information is not stored directly on theMedia System 108, a parameter in the request from the Media System 108would include the identifier. The identifier would be used by a ContentReplacement System 110 component as a key into a database at theback-end to resolve the media system location information. This locationinformation would be used to select an advertisement that targets thederived location.

In some embodiments, additional information about the end-user of theMedia System 108 is provided by one or more of: a Content Provider 102(e.g., a Content Provider 102 knowing what premium stations the end-userhas purchased), a Content Distributor 106 (e.g., a cable network havingdata about what channels the end-user watches); a manufacturer of theMedia System 108 (e.g., information filled out on a warrantee card); anda service provider to the end-user of the Media System 108 (e.g., a cellphone provider having information about what area codes the end-usercalls the most and what kind of cell phone the end-user owns). In someembodiments this user data (e.g., data about the end-user) may be storedin the Content Replacement System 110 and used by the ContentReplacement System 110 to select additional content.

After or in conjunction with entering the tracking mode (e.g., asdescribed with reference to operations 1148-1155 above), the MediaSystem 108 receives (1161) a response to the request (e.g., the requestfor identification of additional content based on the comparisonfingerprint as discussed in greater detail above with reference tooperation 1139). The response including information enabling additionalcontent to be selected for display at the Media System 108. In someembodiments, the information enabling additional content to be selectedfor display at the media system includes (1162) the additional content(e.g., the information is a replacement advertisement or a channelrecognition bar for display at a predefined location on the display). Insome embodiments, the information enabling additional content to beselected for display at the media system is (1163) information thatuniquely identifies the additional content and enables the media systemto retrieve the additional content from local storage or from aReplacement Content Provider 112. Thus, in some embodiments, theresponse from the Content Replacement System includes unique time/frameidentifier (e.g., an internally consistent identifier that is sharedbetween the Media System 108 and the Content Replacement System 110,such as a timecode) and source identifier that identifies a source ofthe received sequence of media content (e.g., a television channelidentifier or a DVD or Blu-Ray disc identifier). The combination of asource identifier and a time/frame identifier is typically sufficient touniquely identify content within the distributed system that includesthe Media System 108 and the Content Replacement System 110.

For example, the information may be an identifier of a replacementadvertisement or a channel recognition bar or other graphic that isalready stored on the Media System 108. Thus, in some embodiments, theadditional content is located on a local device that is connected to ora part of the Media System 108 (e.g., in local storage such as a digitalvideo recorder), while in other embodiments, the additional content issent to the Media System 108 by the Content Replacement System 110. Inother words, the additional content may either be retrieved in real-timeor may have been received by the media system in advance. Additionally,in some embodiments, the additional content is a combination ofdifferent content that is rendered in advance or on-the-fly (e.g., inrealtime) from some combination of data, text, audio and/or graphicelements.

In some embodiments, the Media System 108 prepares (1164) content fordisplay (e.g., to an end-user). This preparation may include one or moreof: determining (1165) a position to begin presenting the additionalcontent based on the references position (e.g., a replacementadvertisement will typically be displayed starting at the beginning of anon-targeted advertisement); decoding (1166) additional content (e.g.,the Media System 108 may decode additional content received from theContent Replacement System 110); and/or rendering additional content(e.g., rendering images and/or text that are part of the additionalcontent).

Additionally, in some embodiments, the Media System 108 determines aposition to begin presenting the additional content based on thereference position. When the sequence of media content is identified,the Content Replacement System 110 sends the Media System 108 additionalcontent, where the additional content starts at a position relative tothe frame used to generate the comparison fingerprint used to identifythe replacement sequence of media content (e.g., the position is tenframes after the frame associated with the fingerprint). The MediaSystem 108 uses the stored fingerprint data about the location of thefingerprint and the information from the Content Replacement System 110about the relative position of the fingerprint and an insertion pointfor the additional content to determine when to begin presenting theadditional content at the Media System 108. As one example, the receivedsequence of media content includes an advertisement, and when the MediaSystem 108 generates the fingerprint, the Media System 108 determines aframe of the fingerprint (e.g., the first frame that was analyzed togenerate the fingerprint) and records this as part of the fingerprintdata. As another example, the received sequence of media contentincludes a reference to product, and the additional conversation is asmall banner that is an advertisement for the product. As anotherexample, a channel recognition bar is sent for display as soon as a newtelevision channel is displayed at the Media System 108 (e.g., startingin the first ten frames of the new television channel).

In accordance with some embodiments, when the additional content isreplacement content (e.g., a targeted advertisement), after determiningwhen to begin presenting the replacement content, the Media System 108begins presenting the replacement content instead of the receivedsequence of media content. In some embodiments, the replacement contenthas an end, and the Media System 108 detects the end of the replacementmedia content and ceases to present the replacement content and presentsthe received sequence of media content. In accordance with someembodiments, when the Media System 108 begins presenting the replacementcontent, the Content Replacement System 110 receives and stores (1130-D)usage data from the decoder/multiplexer.

As one example, an end-user is watching television channel “42,” thetelevision detects that a targeted advertisement spot is coming up ineight seconds. In response to generating a fingerprint and determining amatching reference fingerprint, thereby identifying the currentlydisplayed television channel, the television requests targetedadvertisement content from the Content Replacement System 110 over aninternet connection (or sends the fingerprint to the Content ReplacementSystem 110 so that the Content Replacement System 110 can make thisdetermination). After verifying that the sequence of media contentincludes the replaceable content, the Content Replacement System 110sends a targeted advertisement, which is selected based on knowndemographic information about the end-user or the television of theend-user (e.g., provided when the end-user purchased the television).The replacement media content is delivered to the end-user's televisionover the internet connection and is played on the television instead ofthe regular advertisement. When the targeted advertisement ends, thechannel that the end-user was watching is redisplayed.

In accordance with some embodiments, receiving the received sequence ofmedia content includes receiving it from a managed television network,such as a satellite network, radio frequency broadcast network, internetprotocol television system or cable network, while accessing theadditional content includes accessing an unmanaged IP network, such asthe Internet, or an IP network managed by another, such as in aself-contained hotel network. In a related embodiment, the method maymake use of a virtual unmanaged communication network where theunmanaged communication network differs from the managed communicationnetwork on one or more of layers one through six of the Open SystemsInterconnection (OSI) network layer stack. In other words, the unmanagedcommunication network can be a virtualized separate network.

The Media system presents (1168) a displayed sequence of media contentat the media system. The displayed sequence of media content includes atleast a portion of the received sequence of media content (e.g., thetelevision channel or DVD movie, etc.) and at least a portion of theadditional content (e.g., a replacement targeted advertisement forreplacing a portion of the received sequence of media content or agraphic for display overlaid over a portion of the received sequence ofmedia content). In accordance with some embodiments, the ContentReplacement System 110 receives and stores (1130-C) usage data from thedecoder/multiplexer when the replacement media content is decoded.

In some embodiments, the additional content is (1169) supplementalcontent; and presenting the displayed sequence of media content includesdisplaying supplemental content (e.g., a channel recognition bar) thatoverlays or blends or replaces at least a portion of the receivedsequence of media content. As one example, the supplemental contentincludes a channel recognition bar that includes an image identifyingthe channel (e.g., including a text name of the channel or an icon/logoassociated with the channel). As another example, the supplementalcontent includes an advertisement. In some embodiments, the supplementalcontent is non-interactive (e.g., there is no way for the end-user tointeract with the supplemental content other than looking at thesupplemental content or changing the channel to make the supplementalcontent disappear). In some embodiments, the supplemental content isinteractive, and the user can interact with the supplemental contenteither by changing the content and/or how and where the supplementalcontent is displayed (e.g., moving a channel recognition bar on thedisplay), or by performing an operation that is related to thesupplemental content (e.g., selecting the supplemental content toperform an operation such as receiving an informational email about aproduct or placing a vote in a vote widget).

In some embodiments, the additional content is (1170) a replacementsequence of media content (e.g., a targeted replacement advertisement);and presenting the displayed sequence of media content includesdisplaying the replacement sequence of media content instead ofdisplaying at least a portion of the sequence of media content. In someembodiments, the received sequence of media content is a sequence ofvideo content including video content requested by the end-user andadvertisement video content. In some embodiments, the additional contentis a sequence of video content including one or more replacementadvertisements.

In some embodiments, the additional content is identified and displayedin real-time. In other words, in some embodiments, the received sequenceof media content is an ongoing broadcast of media content, there is abuffer time period (e.g., a delay that is intentionally introduced or adelay that is the result of predictable network latency) between whenrespective units (e.g., frames) of the received sequence of mediacontent are received at the media system and when the respective units(e.g., frames) are scheduled to be presented to the end-user of themedia system. In these embodiments, for a particular unit of thereceived sequence of media content: a fingerprint of the particular unitis generated by the Media System 108 and sent to the server system(e.g., the Content Replacement System 110) after the particular unit hasbeen received at the Media System 108; and the additional content isreceived at the Media System 108 before the particular unit (e.g.,frame) is scheduled to be presented to the end-user of the media system.In some embodiments, the buffer time period is less than thirty seconds(e.g., a buffer time period that is less than 15 seconds, 10 seconds, 5seconds, 2 seconds, or any reasonable buffer time period). A typicalbuffer time period is seven seconds, which is frequently used by ContentDistributors 106 to provide time to censor profanity that may occur inlive broadcasts.

In accordance with some embodiments, while presenting the additionalcontent to the end-user, the Media System 108 receives (1173) a requestto select a different sequence of media content (e.g., to change fromchannel “42” to channel “10”). In some embodiments the Media System 108sends a request to the Content Distributor 106 for the differentsequence of media content, and the Content Distributor 106 delivers(1174) sequence of media content that is, in accordance with someembodiments, being provided (1175) by the Content Provider 102. TheMedia System 108 receives (1176) the different sequence of mediacontent, and presents (1177) the different sequence of media content tothe end-user. In some embodiments, the Content Distributor 106 issending the Media System 108 a plurality of sequences of media content,and the Media System 108 merely demultiplexes and decodes the requesteddifferent sequence of media content. In either case, the Media System108 ceases presenting the additional content; and, instead presents(1177) the different sequence of media content to the end-user.

Thus, in embodiments, where even though the Media System 108 has addedadditional content and is no longer displaying the previously receivedsequence of media content (e.g., the previous channel that the end-userwas watching), the Media System 108 is still able to detect and respondto a request of the end-user to change the sequence of media content.For example, the end-user is watching channel “42,” an advertisement isreplaced with a targeted advertisement. Before the targetedadvertisement is finished, the end-user switches to channel “10.” Inresponse, instead of continuing to display the targeted advertisement,the television switches to the new channel (e.g., channel “10”).

In some embodiments, while presenting the different sequence of mediacontent to the end-user that is dynamic (e.g., is animated or includesvideo content that advances in time), the media device continues toadvance the additional content (e.g., the targeted advertisementcontinues to advance). In some embodiments, the end-user selects thepreviously received sequence of media content after having previouslyselected the different set of media content. (e.g., the end-userswitches back from channel “10” to channel “42”). The media devicereceives a request (1178) for the previously received sequence of mediacontent; and in response to the request for the previously receivedsequence of media content, if the request was (1180) made within apredefined time (e.g., the length of the additional content, so that theadditional content is still advancing), the Media System 108 finishespresenting (1182) the additional content. However, if the request wasnot (1184) made within a predefined time (e.g., the duration of theadditional content, so that the additional content has reached an end),the Media System 108 resumes presenting the previously received sequenceof media content to the end-user. In accordance with some embodiments,when the Media System 108 resumes presenting the additional content, theContent Replacement System 110 receives and stores (1130-E) usage datafrom the decoder/multiplexer.

Similarly, in another embodiment, when the additional content isreplacement, while the replacement content is being sent to the viewerdisplay, the Media System 108 continues to monitor the received sequenceof media content for changes in the characteristics of the sequence,such as changes in volume, changes in channels, invocation of EmergencyAlert System (EAS), invocation of an on-screen program guide, etc., andis responsive to such changes by either switching back to the receivedsequence of media content (e.g., television stream) from the replacementmedia content (e.g., targeted advertisement stream) or ceasing todisplay supplemental content (e.g., a channel recognition bar or avoting widget), or makes changes in characteristics of the replacementmedia content (e.g., targeted advertisement stream) received over theunmanaged network to mirror changes in the monitored received sequenceof media content (e.g., original television stream) to the replacementmedia content.

In some embodiments, the Content Replacement System 110 sends (1186) thestored usage data to the Content Provider 102 and/or the ContentDistributor 106. The Content Provider 102 and the Content Distributor106 receive (1188-A, 1188-B) the usage data and may use that data toimprove their advertising strategies. In some embodiments, the ContentReplacement System 110 stores the usage data and sells (1190) the usagedata.

Note that details of other processes described herein with respect tomethods 900, 1200, 1300 and 1400 (e.g., FIGS. 9A-9F, 12A-12E, 13A-13Dand 14A-14F) are also applicable in an analogous manner to method 1100described above. For example, the fingerprints and/or content describedabove with reference to method 1100 may have one or more of thecharacteristics of the various fingerprints and/or content describedherein with reference to methods 900, 1200, 1300 and/or 1400. Forbrevity, these details are not repeated here.

Comparing Fingerprints

Attention is now directed to FIGS. 12A-12E which illustrate a method1200 for comparing comparison fingerprints to reference fingerprints inaccordance with some embodiments. This method may be governed byinstructions that are stored in a non-transitory computer readablestorage medium and that are executed by one or more processors of one ormore computer systems (e.g., a Media System 108 or a Content ReplacementSystem 110). Each of the operations shown in FIGS. 12A-12E maycorrespond to instructions stored in a computer memory or computerreadable storage medium. The computer readable storage medium mayinclude a magnetic or optical disk storage device, solid state storagedevices such as Flash memory, or other non-volatile memory device ordevices. The computer readable instructions stored on the computerreadable storage medium are in source code, assembly language code,object code, or other instruction format that is interpreted by one ormore processors. It should be understood that this is one embodiment ofthe process of comparing comparison fingerprints to referencefingerprints described above as operation 1144, however, for thepurposes of the method described in FIGS. 11A-I 1F, other methods ofcomparing fingerprints could be used in place of the method describedbelow.

In this method there are a plurality of states (e.g., NOMATCH,INCONCLUSIVE, MULTIPLE, DETECTED, and TRACKING) of the distributedsystem including the Media System 108 and the Content Replacement System110. In some embodiments, a state or mode of the distributed system is astate or mode that applies to both the Media System 108 and the ContentReplacement System 110, although the Content Replacement System 110 maycommunicate with many different media systems and may have differentstates or modes with respect to interactions with each of the differentmedia systems at any given time. In some embodiments a state is a stateof a Media System 108, while a mode applies to the distributed system(e.g., a change in the state indicates a change in way that data isprocessed at the components of the distributed system, while a change inthe mode indicates a change in the way data is transferred betweencomponents of the distributed system, as described above with referenceto FIGS. 10A-10B).

The states are determined in accordance with comparisons betweencomparison fingerprints generated based on a received sequence of mediacontent at a media system (e.g., Media System 108), and referencefingerprints generated (e.g., at the Content Replacement System 110)based on reference sequences of media content. In some embodiments thecomparison is performed at a Media System 108, while in otherembodiments, the comparison is performed at a server system (e.g., theContent Replacement System 110 described above). In some embodimentsmultiple comparisons are performed and some of the comparisons areperformed at the Media System 108 while other comparisons are performedat the Content Replacement System 110.

The states of the distributed system determine actions performed by theMedia System 108 and the Content Replacement System 110. For example,the states may be used to determine whether the distributed system is ina discovery mode 1002 (FIG. 10A) or a tracking mode 1004 (FIG. 10B). Asdescribed in greater detail above, in some embodiments, when thedistributed system is in a discovery mode, the Media System 108 issending comparison fingerprints to the Content Replacement System 110for comparison with reference fingerprints, as illustrated in FIG. 10A,while when the distributed system is in a tracking mode, the MediaSystem is receiving reference fingerprints from the Content ReplacementSystem 110 for comparison with comparison fingerprints, as illustratedin FIG. 10B. In some embodiments, when the state of the distributedsystem is NOMATCH or INCONCLUSIVE the distributed system is in adiscovery mode and when the state of the distributed system is MULTIPLEor DETECTED or TRACKING, the distributed system is in a tracking mode.In some embodiments, when the state of the distributed system isanything other than TRACKING (e.g., NOMATCH, INCONCLUSIVE, MULTIPLE, orDETECTED) the distributed system is in a discovery mode and when thestate of the distributed system is TRACKING, the distributed system isin a tracking mode.

Method 1200 starts in response to detecting a predetermined condition(e.g., determining that the Media System 108 is receiving an unknownsequence of media content). The computer system gets (1204) a comparisonfingerprint (e.g., by generating the comparison fingerprint or receivingthe comparison fingerprint from another computer system). The comparisonfingerprint is evaluated (1206) so as to determine whether the contentunit (e.g., video frame) from which the comparison fingerprint wasgenerated is sufficiently distinct (e.g., whether comparing thecomparison fingerprint to a reference fingerprint will produceinformation that can be interpreted with sufficient confidence toprovide useful information). When the fingerprints are fingerprints forvideo content, frequently there are transitions where a video frame willbe almost 100% black or 100%, white. These transitions occur withsufficient frequency that a substantially black frame or substantiallywhite frame is relatively likely to occur in virtually any sequence ofmedia content at some point in time. Thus, in some embodiments, afingerprint is evaluated as being distinct when more than apredetermined amount of the pixels or pixel blocks used to generate thecomparison fingerprint are not black or more than the predeterminedamount of the pixels or pixel blocks used to generate the comparisonfingerprint are not white. This predetermined amount may be adjustedbased on the desired confidence level, however a typical value would bebetween 60% and 80% of the pixels or pixel blocks of the frame.

When the content unit is determined (1208) not to be distinct (e.g.,because more than 70% of the pixel blocks are black), the distributedsystem enters the INCONCLUSIVE state (1210), as described in greaterdetail below with reference to operations 1250-1258. In someembodiments, from the INCONCLUSIVE state, the distributed system cantransition directly to one of the MULTIPLE, DETECTED or TRACKING states,as described in greater detail below.

When the content unit is (1212) determined to be distinct (e.g., becauseless than 70% of the pixel blocks are black), the distributed systemcompares (1214) the comparison fingerprint with reference fingerprintsin a first subset of reference fingerprints. In some embodiments, thefirst subset is selected based on a set of predefined heuristics used toselect reference fingerprints that are more likely to match thecomparison fingerprint (e.g., reference fingerprints for: contentcurrently being broadcast in a current broadcast window, televisionchannels frequently watched by an end-user of the Media System 108,television channels available in a geographic area of the Media System108, etc.). If a match is (1216) found in the first subset of referencefingerprints, the distributed system determines whether the match is asingle match, as described in greater detail below. In some embodiments,if no match is (1218) found, the distributed system selects a secondsubset and compares (1220) the comparison fingerprint with referencefingerprints for the second subset. If a match is (1222) found in thesecond subset of reference fingerprints, the distributed systemdetermines whether the match is a single match, as described in greaterdetail below. In some embodiments, if no match is (1224) found, thedistributed system repeats this process for one or more additionalsubsets. If matches are found (1226) the distributed system determineswhether the match is a single match, however if no matches are (1228)found, and there are no more subsets to repeat the process for, thedistributed system enters the NOMATCH state (1230). While in the NOMATCHstate, a match count value indicating the number of sequential matchesof comparison fingerprints to reference fingerprints for a particularitem of reference content is reset (1232) to zero for all referencecontent, and the distributed system returns to the start of method 1200and repeats the process described above.

If the match is (1234) a single match, the distributed system enters theDETECTED state (1236), as described in greater detail below. Incontrast, if the match is (1240) a multiple match (e.g., multipledifferent reference fingerprints match the comparison fingerprint), thedistributed system enters the MULTIPLE state, as described in greaterdetail below.

In the INCONCLUSIVE (1210) state, even though the frame associated withthe comparison fingerprint has been determined to be indistinct (e.g.,too black or too white to produce a fingerprint that can be used toidentify a matching reference fingerprint with sufficient confidence),the comparison fingerprint may have sufficient information to providesome indication as to likely reference content. Thus, in someembodiments, the distributed system compares (1250) comparisonfingerprints with reference fingerprints to identify one or morematching reference fingerprints. If no matching reference fingerprintsare (1252) found, the match count value is reset (1253) to zero for allreference content, the distributed system enters the NOMATCH state andreturns to the start of method 1200. If one or more matchingfingerprints are (1254) found, even if the confidence level of thesematches is low, a match count value for the respective matched contentfor each of the one or more reference fingerprints is incremented. Insome embodiments, the distributed system will only increment matchcounts for a predetermined number of sequential matches when the stateis INCONCLUSIVE. In other words, if the prior state of the distributedsystem was INCONCLUSIVE, the distributed system may, instead ofperforming operation 1255, perform an alternative operation inaccordance with the prior state of the distributed system, such asincrementing the match count by a smaller value (e.g., MC=MC+½), reducethe match count (e.g., MC=MC−1), or reset the match count to zero (e.g.,MC=0) and return to the start of method 1200.

After incrementing the match count for any respective matched referencecontent, the distributed system determines whether there is a singlematched reference content or multiple matched reference content. When asingle item of reference content is (1256) matched, the distributedsystem enters the DETECTED (1236) state, as described in greater detailbelow. When multiple items of reference content are (1258) matched, thedistributed system enters the MULTIPLE (1242) state, as described ingreater detail below.

In the DETECTED (1236) state, the distributed system continues theprocess described above, but is able to restrict the comparison ofreference fingerprints and comparison fingerprints to referencefingerprints of the reference content associated with the previouslymatched reference fingerprint. In other words, because an item ofreference content has already been identified (based on previousoperations) as matching the unknown content, the search for matchingcontent can be restricted to the matched reference content. When thedistributed system receives (1259) the next comparison fingerprint. Insome embodiments, if the content unit from which the comparisonfingerprint was generated is (1260) not distinct, the distributed systementers the INCONCLUSIVE (1210) state, but if the content unit from whichthe comparison fingerprint was generated is (1261) sufficientlydistinct, the distributed system remains in the DETECTED state. The nextcomparison fingerprint is compared (1262) with one or more nextreference fingerprint generated from the matched reference content. If amatch is (1263) not found, the match count is reset (1264) to zero, thedistributed system enters the NOMATCH state and returns to the start ofmethod 1200. In contrast, if a match is (1266) found, the distributedsystem increments (1267) the match count for the matched referencecontent.

After incrementing the match count, the distributed system determines ifa confirm threshold has been met. Typically the confirm threshold is anumber of successive matches that are determined to be sufficientevidence that the identified sequence of media content is the unknownsequence of media content. Including more matches increases theprobability that the match is correct but results in a longer time fromthe start of the process to when the match is confirmed. Typicallyconfirm threshold that specifies a small number (e.g., 2, 3, 4, 5) ofsuccessive matches is an effective tradeoff between accuracy and speed.However, it should be understood that the confirm threshold can beadjusted depending on whether speed or accuracy is more important(reducing the number of matches required to increase speed at the costof some accuracy, or increasing the number of matches required toincrease accuracy at the cost of some speed). If the confirm thresholdhas (1268) not been met, the distributed system waits for a nextcomparison fingerprint to be received. However, if the confirm thresholdhas (1269) been met, the distributed system enters the TRACKING (1238)state.

In the MULTIPLE (1242) state, the distributed system continues theprocess described above, but is able to restrict the comparison ofreference fingerprints and comparison fingerprints to referencefingerprints of the multiple items of reference content associated withthe previously matched reference fingerprints. In other words, becausemultiple items of reference content have already been identified (basedon previous operations) as matching the unknown sequence of mediacontent, the search for matching content can be restricted to thosematched items of reference content. The distributed system receives(1270) the next comparison fingerprint. In some embodiments, if thecontent unit from which the comparison fingerprint was generated is(1271) not distinct, the distributed system enters the INCONCLUSIVE(1210) state, but if the content unit from which the comparisonfingerprint was generated is (1272) sufficiently distinct, thedistributed system remains in the MULTIPLE state. For a respectivematched reference content (e.g., one of the items of referenced contentthat had a reference fingerprint matching the previous comparisonfingerprint), the next comparison fingerprint is compared (1273) with anext reference fingerprint generated from the respective matchedreference content. If a match is (1276) not found, the match count forthe respective matched reference content is reset (1264) to zero. Incontrast, if a match is (1280) found, the distributed system increments(1282) the match count for the respective matched reference content.

In the MULTIPLE state, after incrementing the match count or resettingthe match count, the distributed system determines if there is otherpreviously matched reference content to process. If there is (1284)additional previously matched reference content to process, thedistributed system continues to compare reference fingerprints to thenext comparison fingerprint for each reference fingerprint. Once thereis no (1285) more previously matched reference content, the distributedsystem determines if there is still any matched reference content. Ifthere is no matched reference content (e.g., the match counts for all ofthe items of reference content have been reset to zero), the distributedsystem enters the NOMATCH state and returns to the start of method 1200.However, if there are (1287) one or more matches the distributed systemdetermines if there is a single match or multiple matches. If there are(1288) multiple matches, the distributed system remains in the MULTIPLEstate and waits for the next comparison fingerprint to be received.However, when a single match (1289) is detected, the distributed systemdetermines, for the reference content associated with the matchedreference fingerprint, whether a confirm threshold has been met. If theconfirm threshold has (1290) not been met, the distributed system entersthe DETECTED (1236) state. However, if the confirm threshold has (1291)been met, the distributed system enters the TRACKING (1238) state.

In the TRACKING (1238) state, the distributed system is able to restrictthe comparison of reference fingerprints and comparison fingerprints toreference fingerprints of the reference content associated with thepreviously matched reference fingerprint. In other words, because anitem of reference content has already been identified (based on previousoperations) as matching the unknown content, the search for matchingcontent can be restricted to the matched reference content. When thedistributed system receives (1292) the next comparison fingerprint, thenext comparison fingerprint is compared (1293) with one or more nextreference fingerprint generated from the matched reference content. Insome embodiments, because the matched reference content has already beenconfirmed, the distributed system does not enter the INCONCLUSIVE stateeven if the comparison fingerprint is indeterminate. If a match is(1294) is found, the distributed system remains in the TRACKING state.In contrast, if match is (1295) not found (e.g., because the televisionchannel at the media system has been changed), the match count is reset(1296) to zero, the distributed system enters the NOMATCH state andreturns to the start of method 1200.

While the preceding method of comparing comparison fingerprints withreference fingerprints to identify matching reference content has beendescribed with reference to a method including five distinct states(NOMATCH, INCONCLUSIVE, MULTIPLE, DETECTING, and TRACKING), it should beunderstood that other methods of determining matching content may beused for analogous purposes and use all or a subset of the statesdescribed above.

Note that details of other processes described herein with respect tomethods 900, 1100, 1300 and 1400 (e.g., FIGS. 9A-9F, 11A-11F, 13A-13Dand 14A-14F) are also applicable in an analogous manner to method 1200described above. For example, the fingerprints and/or content describedabove with reference to method 1200 may have one or more of thecharacteristics of the various fingerprints and/or content describedherein with reference to methods 900, 1100, 1300 and/or 1400. Forbrevity, these details are not repeated here.

Monitoring Media Content

Attention is now directed to FIGS. 13A-13D which illustrate a method1300 for monitoring media content being presented at a media system inaccordance with some embodiments. This method may be governed byinstructions that are stored in a non-transitory computer readablestorage medium and that are executed by one or more processors of one ormore computer systems (e.g., a Media System 108 or a Content ReplacementSystem 110). Each of the operations shown in FIGS. 13A-13D maycorrespond to instructions stored in a computer memory or computerreadable storage medium. The computer readable storage medium mayinclude a magnetic or optical disk storage device, solid state storagedevices such as Flash memory, or other non-volatile memory device ordevices. The computer readable instructions stored on the computerreadable storage medium are in source code, assembly language code,object code, or other instruction format that is interpreted by one ormore processors. It should be understood that the method described belowincludes some of the same steps and serves some of the same functions asthe method of displaying additional content described above withreference to operations 1138-1170 in FIGS. 11A-11F. However, the methoddescribed below includes additional details concerning monitoring mediacontent and is not subject to all of the limitations of the methoddescribed above in FIGS. 11A-11F.

A server system (e.g., Content Replacement System 110) receives (1302) acomparison fingerprint that was generated at a media system (e.g., MediaSystem 108) based on at least a portion of an unknown sequence of mediacontent (e.g. media content being presented or being prepared forpresentation) at the media system. In other words, while the distributedsystem (e.g., including the Content Replacement System 110 and the MediaSystem 108) is initially in a discovery mode (e.g., 1002 in FIG. 10A),where the media system is sending comparison fingerprints to the serversystem.

In some embodiments, the server system receives (1304) a plurality ofcomparison fingerprints, including the particular described abovecomparison fingerprint, from the media system, where the fingerprints inthe plurality of comparison fingerprints correspond to respective unitsof the unknown sequence of media content (e.g., each fingerprintcorresponds to a video frame of a sequence of video content). In someembodiments, receiving the comparison fingerprint includes receiving astream of comparison fingerprints for successive frames of receivedmedia content (e.g. one fingerprint per frame) until a match is detectedat the server system. In some embodiment, the plurality of comparisonfingerprints are (1306) received at the server system as a stream offingerprints generated in accordance with a chronological order of theunknown sequence of media content (e.g., the comparison fingerprints aresent to the server system sequentially in an order that is determinedbased on a chronological order of the units of content from which thecomparison fingerprints were generated). For example, the media systemmay generate comparison fingerprints for every frame of a video, andthen send the fingerprints to the server system in the order of thevideo frames in the video. It should be understood that sending thefingerprints in accordance with a chronological order of the unknownsequence of media content may include either sending individualfingerprints or sending batches of multiple fingerprints, where anearlier batch of fingerprints generated from a first set of contentunits is sent before a later batch of fingerprints that was generatedfrom a second set of content units where the first set of content unitsare earlier in the chronological order than the second set of contentunits.

The server system compares (1308) the comparison fingerprint with afirst plurality of reference fingerprints for a plurality of referencesequences of media content so as to identify the unknown sequence ofmedia content as an identified reference sequence of media content(e.g., using the fingerprint comparison techniques described in greaterdetail below with reference to FIGS. 14A-14F). In some embodiments, thereference fingerprints are (1310) generated during a pre-run of a videobroadcast (e.g., 24 hours before the video is broadcast overtelevision), and the comparison fingerprints are generated during thevideo broadcast. In other words, while the comparison fingerprints willtypically be generated at the media system in real-time (e.g., ascontent is about to be displayed on the Media System 108), referencefingerprints can be generated at any time previous to the presentationof the content at the media system, and thus it can be advantageous togenerate a substantial amount of the reference fingerprints well beforethey are needed, thereby avoiding interruptions in service by providinggreater fault tolerance.

In some embodiments, identifying the unknown sequence of media contentcomprises identifying (1312) a first set of reference fingerprints inaccordance with a set of heuristics. In some embodiments, the heuristicsinclude: broadcast window, geographical area, historical usage,connectivity, etc. After identifying the first set of referencefingerprints in accordance with the set of heuristics, the server systemcompares (1314) the comparison fingerprint to reference fingerprints inthe first set of reference fingerprints (e.g., first look in thebroadcast window).

These heuristics are used to identify content that is more likely to bethe unknown content, and prioritize the comparison of the comparisonfingerprints with the reference fingerprints of the identified content,so as to improve the speed of detecting matching reference content byreducing the number of reference fingerprints with which the comparisonfingerprint is to be compared (at least in an initial time period).Increasing the speed with which the unknown content is identified isparticularly important for television broadcast content, because inorder to modify the broadcast content in real-time (e.g., by replacing aportion of the broadcast content with replacement content or byinserting supplemental content into the broadcast content), the serversystem must identify the unknown sequence of media content and send theadditional content to the media system before the unknown content isdisplayed at the media system.

Additionally, these heuristics may also improve the accuracy ofdetecting content. For example, in some circumstances it is advantageousto generate fingerprints from individual frames of video content (e.g.,so that frame-accurate substitutions of replacement content andinsertion of additional content can be performed). However, fingerprintsfor individual frames are typically less accurate than fingerprints thatare generated using a plurality of sequential frames. Thus, the factthat the fingerprints are being compared to a limited set of otherfingerprints (e.g., fingerprints within the broadcast window) reducedthe likelihood of false positive matches by reducing the set ofreference fingerprints to reference fingerprints for the most likelyreference content. In other words, while it is very unlikely that anycomparison fingerprint will accidentally matches one of the referencefingerprints that correspond to reference content in a two secondbroadcast window, it is much more likely that a comparison fingerprintwill accidentally match one of the reference fingerprints thatcorrespond to reference content including all of the television to bebroadcast in the next twenty four hours and all DVDs released in thelast five years.

In response to the comparing, when the comparison fingerprint matches(1316) a single respective reference fingerprint in the first set ofreference fingerprints (e.g., corresponding to the DETECTED statedescribed above with reference to FIGS. 12A-12E), the server systemidentifies a corresponding sequence of media content that corresponds tothe single respective reference fingerprint as the identified sequenceof media content. However, when none of the reference fingerprints inthe first set of reference fingerprints match (1318) the comparisonfingerprint, the server system identifies a second set of referencefingerprints in accordance with the set of heuristics and compares thecomparison fingerprint to reference fingerprints in the second set ofreference fingerprints so as to identify the unknown sequence of mediacontent (e.g., if no matching reference fingerprints are found withinthe broadcast window, then the server system will look outside of thebroadcast window for reference content with matching referencefingerprints). Thus, even though a subset of the reference fingerprintsare initially selected for comparison with the comparison fingerprint(e.g., so as to improve the speed of matching), if no match is found,the server system can compare the comparison fingerprint against abroader range of reference fingerprints so as to find a matchingreference fingerprint even for relatively obscure content. For example,this content may include broadcast television that was broadcast over amonth ago and was recorded in a digital video recorder.

In some of these embodiments, the heuristics (e.g., the heuristics bywhich the first set of reference fingerprints is selected) include aheuristic based on a current broadcast window, and the first set ofreference fingerprints consists of (1320) fingerprints that correspondto portions of sequences of media content that are within a currentbroadcast window (e.g., the first set of reference fingerprints arefingerprints for video content that has been broadcast for display in atwo second broadcast window that starts 4 seconds after the currenttime), and the second set of reference fingerprints includesfingerprints that correspond to portions of sequences of media contentthat are outside of the current broadcast window (e.g., sequences ofmedia content in a broadcast window before/after the current broadcastwindow). This heuristic increases the efficiency of the comparisonprocess, because a comparison fingerprint is more likely to come fromthe current broadcast window than from any particular broadcast windowthat is in the past, because most people watching television arewatching current broadcast television. However, many end-users havestarted watching time-delayed or prerecorded content (e.g., televisionshows recorded on a digital video recorder, movies or television showson DVDs, Blu-Ray discs, video on demand, streaming video, etc.), andthus in order to reliably identify the unknown sequence of mediacontent, fingerprints from a much broader range of content (e.g., thesecond set of reference fingerprints) may need to be compared with thecomparison fingerprint when a matching reference fingerprint is notfound in the first set of reference fingerprints.

In some of these embodiments, the heuristics (e.g., the heuristics bywhich the first set of reference fingerprints is selected) include aheuristic based on a geographic area, and the first set of referencefingerprints consists of (1322) fingerprints that correspond tosequences of media content that have been broadcast within a geographicarea associated with the media system, and the second set of referencefingerprints includes fingerprints that correspond to sequences of mediacontent that are outside of the geographical area associated with themedia system. It should be understood that the geographic areaassociated with the media system could be determined based on the IPaddress of the media system, GPS coordinates, based on data receivedfrom an end-user of the media system, or based on channels that werepreviously identified as being presented at the media system (e.g.,channels for particular geographic regions may have a distinct set ofreference fingerprints or may have channels arranged in a particularorder). As an example of using this geographic area heuristic, the firstset of reference fingerprints may be reference fingerprints for contentthat is broadcast to the city/state/broadcast region in which the mediasystem is located, while the second set of reference fingerprints arefor content that is broadcast in the country in which the media systemis located. This heuristic increases the efficiency of the comparisonprocess, because a comparison fingerprint is more likely to come fromcontent that is broadcast to the geographic area of the media systemthan from other geographic areas, because most people watchingtelevision are watching broadcast television that is being broadcast totheir geographic area (e.g., city, broadcast region, etc.). However,many media system are now capable of receiving content from a widevariety of sources that are outside of the geographical area of themedia system, (e.g., media content received via DVDs, Blu-Ray discs,video on demand, streaming video, etc.), and thus in order to reliablyidentify the unknown sequence of media content, fingerprints from a muchbroader range of content (e.g., the second set of referencefingerprints) may need to be compared with the comparison fingerprintwhen a matching reference fingerprint is not found in the first set ofreference fingerprints.

In some of these embodiments, the heuristics (e.g., the heuristics bywhich the first set of reference fingerprints is selected) include aheuristic based on usage history, and the first set of referencefingerprints consists of (1324) fingerprints that correspond tosequences of media content are associated with a usage history of themedia system (e.g., using previously identified favorite channels orpreviously identified content provider/content distributor), and thesecond set of reference fingerprints includes fingerprints thatcorrespond to sequences of media content that are not associated withthe usage history the media system. For example, typically a singlehousehold watches eighteen or fewer television channels on a regularbasis, thus the first set of reference fingerprints could include onlythe reference fingerprints for the television channels that are mostfrequently watched at the media system. Additionally or alternatively,the first set of reference fingerprints could include referencefingerprints for favorite movies, episodes of television shows that arelikely to have been recorded for later viewing (e.g., on DVR) by theend-user. This heuristic increases the efficiency of the comparisonprocess, because a comparison fingerprint is more likely to come fromcontent that is received from sources that have historically beenpreferred by the end-user(s) of the media system. However, the serversystem should still be able to recognize unexpected content that ispresented at the media system, and thus in order to reliably identifythe unknown sequence of media content, fingerprints from a much broaderrange of content (e.g., the second set of reference fingerprints) mayneed to be compared with the comparison fingerprint when a matchingreference fingerprint is not found in the first set of referencefingerprints.

In some of these embodiments, the heuristics (e.g., the heuristics bywhich the first set of reference fingerprints is selected) include aheuristic based on the current connectivity of the media system (e.g.,which video in port is being used), and the first set of referencefingerprints consists of fingerprints that correspond to sequences ofmedia content are associated with a current connectivity of the mediasystem (e.g., the first set of reference fingerprints will be referencefingerprints that are associated with media typically provided throughthe active video port), and the second set of reference fingerprintsincludes fingerprints that correspond to sequences of media content thatare not associated with the usage history the media system. For example,a typical media system will have a plurality of video in ports (e.g.,HDMI, component, composite, coaxial cable, antenna, IP, VGA, DVI,mini-DVI, etc.), thus the first set of reference fingerprints couldinclude only the reference fingerprints associated with the contentsource attached to the currently active video port (e.g., the first setof reference fingerprints includes only reference fingerprints fromBlu-Ray movies). The media system may report the identity of the contentsource (e.g., cable, DVD, Blu-Ray, streaming video), or the identity ofthe content source may be identified by the server system based onhistorical usage patterns (e.g., the last unknown content identifiedfrom the HDMI port was a Blu-Ray movie, and thus the HDMI port isassociated with a Blu-Ray player).

In some situations, while comparing the comparison fingerprint toreference fingerprints in the first set of reference fingerprints, theserver system determines that the comparison fingerprint matchesmultiple respective reference fingerprints (e.g., corresponding to theMULTIPLE state described above with reference to FIGS. 12A-12E), andfurther comparison is performed at the server system. When thecomparison fingerprint matches (1328) multiple respective referencefingerprints that correspond to multiple respective sequences of mediacontent, the server system compares subsequent comparison fingerprintsreceived from the media system to subsequent fingerprints for therespective sequences of media content until one of the subsequentcomparison fingerprints is identified as matching reference fingerprintsfrom a single reference sequence of media content. In other words, theserver system continues comparing reference fingerprints in order todetermine the matching reference sequence of media content. Thisembodiment is particularly advantageous when bandwidth is limited orprocessing power at the media system is limited and thus sendingmultiple sequences of reference fingerprints to the media system wouldrequire more bandwidth and/or processing power than is available at themedia system.

In some situations, while comparing the comparison fingerprint toreference fingerprints in the first set of reference fingerprints, theserver system determines that the comparison fingerprint matchesmultiple respective reference fingerprints (e.g., corresponding to theMULTIPLE state described above with reference to FIGS. 12A-12E), andfurther comparison is performed at the client system (e.g., Media System108). When the comparison fingerprint matches (1330) multiple respectivereference fingerprints that correspond to the identified referencesequence of media content and one or more additional respectivesequences of media content, the server system sends, to the mediasystem, a third plurality of reference fingerprints for the one or moreadditional respective sequences of media content, where the secondplurality of reference fingerprints and the third plurality of referencefingerprints are for use by the media system to identify a singlereference sequence of media content that matches the unknown sequence ofmedia content. In other words, in some embodiments, the server systemnarrows down the possible reference sequences of media content to a fewpossible candidate sequences of media content and sends multiple streamsof fingerprints to the media system for comparison to fingerprints of acurrently playing sequence of media content so as to uniquely identifythe currently playing sequence of media content at the media system.This embodiment is particularly advantageous when network latency ishigh, because the final step of identifying the unknown media content(e.g., by identifying a single reference sequence of media content thatmatches the unknown sequence of media content) is performed at the mediasystem, and thus the media system does not need to wait for informationindicating the identified reference sequence of media content to bedelivered from the server system to the media system via the network.

In some situations, while comparing the comparison fingerprint toreference fingerprints in the first set of reference fingerprints, theserver system determines that the comparison between the comparisonfingerprint and the reference fingerprint is inconclusive (e.g.,corresponding to the INCONCLUSIVE state described above with referenceto FIGS. 12A-12E). For example, the server system may determine that thecontent unit from which the comparison fingerprint was generated wassubstantially white or substantially black (e.g., more than 70% of thepixels were white or black), in which case the comparison fingerprintwill typically not be sufficiently unique to identify the unknowncontent with certainly above a predefined threshold. When the comparisonbetween the comparison fingerprint and one or more of the respectivereference fingerprints is (1332) inconclusive, the server systemcompares subsequent comparison fingerprints received from the mediasystem to subsequent reference fingerprints until one of the subsequentcomparison fingerprints is identified as matching a referencefingerprints from a single reference sequence of media content.

In some embodiments, there is a confidence threshold that must be metbefore the distributed system (e.g., including the Media System 108 andthe Content Replacement System 110) will transition from discovery mode1002 (FIG. 10A) to a tracking mode 1004 (FIG. 10B). For example, thisthreshold may include the requirement that at least three sequentialcomparison fingerprints must match corresponding reference fingerprints.In these embodiments, if one or more reference fingerprints match acomparison fingerprint, even if the comparison fingerprint is indistinct(and thus the comparison is inconclusive), the match may be used toincrement a confidence value (e.g., so that it will take fewerconclusive matches to transition to the tracking mode). For example, ifthree successive fingerprint matches are required to transition toTracking Mode, a first comparison fingerprint matches a first referencefingerprint inconclusively, a second comparison fingerprint matches asecond reference fingerprint conclusively and a third comparisonfingerprint matches a third reference fingerprint conclusively, then thedistributed system will transition from the discovery mode to trackingmode instead of waiting for an additional match, thereby speeding up theprocess of identifying the unknown sequence of media content.

After comparing the comparison fingerprint with the first plurality ofreference fingerprints so as to identify the unknown sequence of mediacontent, the server system sends (1334), to the media system, a secondplurality of reference fingerprints for the identified referencesequence of media content. In some embodiments, the second plurality ofreference fingerprints are sent to the media system so as to enable themedia system to enter a tracking mode 1004 (FIG. 10B). In this trackingmode, the media system monitors current media content at the mediasystem by comparing fingerprints in the second plurality of fingerprintswith one or more additional comparison fingerprints generated at themedia system based on a current sequence of media content (e.g. mediacontent being presented or being prepared for presentation) at the mediasystem. In this tracking mode, in response to determining that arespective additional comparison fingerprint does not match any of thereference fingerprints, the media system sends the respective additionalcomparison fingerprint to the server system so as to identify thecurrent sequence of media content (e.g. media content being presented orbeing prepared for presentation) at the media system (e.g., therebyreentering discovery mode 1002 in FIG. 10A).

In some embodiments, the second plurality of reference fingerprints aresent (1338) to the media system as a stream of fingerprints generated inaccordance with a chronological order of the identified referencesequence of media content (e.g., the reference fingerprints are sent tothe media system sequentially in an order that is determined based on achronological order of the units of content from which the referencefingerprints were generated). In some embodiments, the second pluralityof reference fingerprints includes (1340) reference fingerprints formultiple distinct sequences of media content (e.g., when the serversystem identifies multiple matches, streams of fingerprints for multipledifferent channels are sent to the media system so that the client cancompare fingerprints from multiple channels with the comparisonfingerprints). In some embodiments the second plurality of referencefingerprints consists of (1342) reference fingerprints for a no morethan a predefined number of sequences of media content. It should beunderstood that, in these embodiments, the second plurality offingerprints are limited to a predetermined number of fingerprints so asto reduce the bandwidth required to transmit the second plurality offingerprints (e.g., fingerprints for only one sequence of media contentare sent to the media system). In some embodiments, the predefinednumber is determined based on bandwidth/cost considerations (upstreamand/or downstream bandwidth).

In some embodiments, receiving (1344), at the server system, thecomparison fingerprint includes receiving a stream of comparisonfingerprints, and sending (1346) the sequence of reference fingerprintsfor the sequence of media content to the media system includes sending astream of reference fingerprints to the media system. In some of theseembodiments, after sending the stream of reference fingerprints, theserver system ceases (1348) to receive the stream of comparisonfingerprints from the media system. In other words, in theseembodiments, when the distributed system enters a tracking mode 1004(FIG. 10B), the distributed system ends the discovery mode 1002 (FIG.10A).

Note that details of other processes described herein with respect tomethods 900, 1100, 1200 and 1400 (e.g., FIGS. 9A-9F, 11A-11F, 12A-12Eand 14A-14F) are also applicable in an analogous manner to method 1300described above. For example, the fingerprints and/or content describedabove with reference to method 1300 may have one or more of thecharacteristics of the various fingerprints and/or content describedherein with reference to methods 900, 1100, 1200 and/or 1400. Forbrevity, these details are not repeated here.

Generating Fingerprints

Attention is now directed to FIGS. 14A-14F, which illustrate a method1400 of generating fingerprints for identifying an unknown sequence ofmedia content in accordance with some embodiments. This method may begoverned by instructions that are stored in a non-transitory computerreadable storage medium and that are executed by one or more processorsof one or more computer systems (e.g., a Media System 108 or a ContentReplacement System 110). Each of the operations shown in FIGS. 14A-14Fmay correspond to instructions stored in a computer memory or computerreadable storage medium. The computer readable storage medium mayinclude a magnetic or optical disk storage device, solid state storagedevices such as Flash memory, or other non-volatile memory device ordevices. The computer readable instructions stored on the computerreadable storage medium are in source code, assembly language code,object code, or other instruction format that is interpreted by one ormore processors.

The computer system is provided (1402) with a plurality of samplelocations (e.g., 20, 50, 108, 432 or any other reasonable number) forsampling an optical property. In some embodiments, these samplelocations are predefined. In some embodiments, these sample locationsare determined by the computer system. However, in order for thefingerprint comparison to be effective, the sample locations willtypically have to remain in the same relative position in eachrespective unit of content.

In some embodiments, each sample location is (1404) a block of pixelsincluding a plurality of pixels. In some of these embodiments, thenumber of pixels in a pixel block is determined (1406) based on aresolution the sequence of media content. For example, for standarddefinition content (e.g., 640×480 pixels), the pixel block would be a8×4 pixel block; while for 720p high definition content (e.g., 1280×720)the pixel block would be 16×6 pixels; and for 1080p high definitioncontent (e.g., 1920×1080 pixels) the pixel block would be 14×10 pixels.In other words, in some embodiments, the size of the pixel block isselected such that the ratio of the number of pixels in a pixel block tothe number of pixels in the content unit is constant between contentunits of different resolution. In some embodiments, the size and/orshape of the pixel blocks is selected so that the pixel block includesan integer number of pixels at a variety of different common contentresolutions (e.g., SD, 720p, 1080p, etc.). Although other arrangementsof sample locations could be used in place of the pixel blocks describedabove, the use of pixel blocks as described above substantiallysimplifies the computations required to compare content that has beenresized to different resolutions, thereby improving the speed andefficiency of comparing comparison fingerprints with referencefingerprints.

Frequently for broadcast television content, a broadcast will have astationary element (e.g., a channel icon, text, stock ticker) located onthe bottom and/or top of the broadcast stream. Thus, in someembodiments, the sample locations are selected (1408) so as to belocated within a central region of a display area. In some embodiments,the sample locations are located away from the edges of the display area(e.g., the sample locations are located below the top 30-40% of thedisplay and above the bottom 30-40% of the display). Frequently changesbetween sequential frames of video content result in whole columns ofpixels changing at the same time (e.g., due to horizontal motion ofpeople, vehicles, etc. across the screen). Thus, in some embodiments,the sample locations are selected (1410) so as to be staggeredhorizontally in a display area so as to have sample locations with awide variety of different values.

The computer system generates (1412) reference fingerprints for each ofa plurality of respective units (e.g., frames) of reference sequences ofmedia content (e.g., videos). The computer system gets (1414) arespective unit of media content. In some embodiments, a respective unitis (1416) a frame of video content. In some embodiments a respectiveunit is (1418) a single image.

The computer system determines (1420) a set of sample values including asample value of the optical property at each sample location of therespective reference unit of media content. In some embodiments theoptical property is a measurement of the light intensity such as aphotometric quantity (e.g., luminance), a radiometric quantity (e.g.,radiant emittance), a chromatic quantity, etc. In some embodiments theoptical property is a chromatic property (e.g., hue and/or saturation).In some embodiments, each sample location includes (1422) a plurality ofpixels (e.g., a block of pixels) including a plurality of pixels, anddetermining a sample value of the optical property of the plurality ofpixels (e.g., a block of pixels) includes determining (1424) an averagevalue of the optical property for a subset of the pixels in theplurality of pixels (e.g., the block of pixels). These sample values arestored (1426) at least temporarily at the computer system for use ingenerating a reference fingerprint for the unit of media content. Afterdetermining the sample value, the computer system determines if thereare more sample locations in the unit of media content for which samplevalues have yet to be determined. If there are (1428) more samplelocations for which sample values have yet to be determined for therespective unit of media content, the computer system determines valuesfor those sample locations until there are no (1430) further samplelocations for which sample values have yet to be determined.

After determining the sample values, the computer system determines(1432) one or more statistical measures of the set of sample values. Insome embodiments, the one or more statistical measures include a measureof the central tendency of the sample values (e.g., an average such as amean, median or mode of the sample values for a respective unit of mediacontent). In some embodiments the one or more statistical measuresinclude a measure of the dispersion of the sample values (e.g., range,standard deviation, etc. for a respective unit of media content). Thesesample values are stored (1426) at least temporarily at the computersystem for use in generating a reference fingerprint for the unit ofmedia content. The sample values and statistical measure(s) for thesample values for a respective unit of media content are used togenerate (1440) the reference fingerprint for the respective unit ofmedia content. In some embodiments, the sample locations have an orderand a fingerprint includes: a list of the sample values in the order ofthe sample locations, and the one or more statistical measures. Thecomputer system also determines if there are any more units of mediacontent to generate fingerprints for. If there are (1442) more units,the computer system gets a next respective unit of media content andrepeats the process described above. However, if there are (1444) nomore units of media content for which fingerprints are to be generated,the reference fingerprint generation process ends.

The computer system stores (1446) a plurality of the referencefingerprints. After storing one or more of the reference fingerprints,the computer system receives (1448) a comparison fingerprint of anunknown unit from an unknown sequence of media content for comparisonwith the plurality of reference fingerprints. The comparison fingerprintincludes a sample value for each of the sample locations in the unknownunit of media content, and one or more statistical measures of the setof sample values. In other words, in some embodiments, the comparisonfingerprint is a fingerprint that was generated from an unknown sequenceof media content in a manner that is substantially the same as themanner in which the reference fingerprints were generated as describedabove with reference to operations 1412-1440. In some embodiments, theunknown sequence of media content is (1450) video content, and therespective units are sequential frames of the video content. In someembodiments, the unknown sequence of media content is (1452) videocontent and the respective units are frames of video content selectedfrom substantially evenly distributed times within the video content(e.g., a fingerprint is generated for each frame or a fingerprint isgenerated from every sixtieth frame, etc.).

The computer system compares (1454) the comparison fingerprint with thereference fingerprints so as to identify the unknown sequence of mediacontent as one of the reference sequences of media content. In someembodiments, comparing the comparison fingerprint with the referencefingerprint includes identifying (1456) a subset of referencefingerprints whose one or more statistical measures are substantiallyequal to the one or more statistical measures of the comparisonfingerprint; comparing the set of sample values of the comparisonfingerprint to the sets of sample values associated with the referencefingerprints in the subset of reference fingerprints so as to determinea matching reference fingerprint (as described in greater detail belowwith reference to operations 1454-1484); and identifying the unknownsequence of media content as a respective reference sequence of mediacontent from which the matching reference fingerprint was generated (asdescribed in greater detail below with reference to operation 1486). Inother words, the statistical measures are used as a filter to reduce thenumber of computations that need to be performed to identify a matchingreference fingerprint. For example, if the mean luminance of the pixelblocks used to generate the comparison fingerprint is 50, then onlyreference fingerprints generated from pixel blocks with a mean luminanceof approximately fifty are likely to match the comparison fingerprint.Thus, only reference fingerprints generated from units of media contenthaving pixel blocks with a mean luminance of approximately fifty need becompared with the comparison fingerprint.

In some embodiments, the one or more statistical measures include (1458)a first statistical measure and a second statistical measure, and thesubset of reference fingerprints includes (1460) only referencefingerprints whose first statistical measure is substantially equal to afirst statistical measure (e.g., within 1%, 5% 10% or any reasonablethreshold of the first statistical measure) of the comparisonfingerprint and whose second statistical measure is substantially equalto a second statistical measure (e.g., within 1%, 5% 10% or anyreasonable threshold of the second statistical measure) of thecomparison fingerprint. In some embodiments the first statisticalmeasure is a measure of central tendency and the second statisticalmeasure is a measure of dispersion. Using two different types ofstatistical measures in this way is advantageous, because it ensuresthat the fingerprints being compared are only fingerprints that weregenerated from units of media content that have similar opticalcharacteristics (e.g., video frames that have a similar averagebrightness and range of luminance). As one example, the firststatistical measure is an average, and the second statistical measure isa range between the highest sample value and the lowest sample value.

In some embodiments, identifying the subset of reference fingerprints isperformed using (1462) a hashing function that uses the one or morestatistical measures as inputs. In some embodiments, a hash table forthe hashing function is generated (1464) after the unknown sequence ofmedia content has been transmitted from a content provider and beforethe unknown sequence of media content is scheduled to be displayed at amedia system. In some embodiments, a plurality of hash tables aregenerated (1466), each hash table corresponding to units of referencesequences of media content that have been broadcast for display during arespective broadcast window (e.g., for a two second broadcast window,each hash table would correspond to the fingerprints of all of theframes for the television channels broadcast for display during the twosecond broadcast window). In some embodiments, there is a six secondbuffer between when a unit of content is broadcast and when it is to bedisplayed, and thus there are three separate hash tables that aregenerated based on fingerprints for the frames in the six second buffer(e.g., a first hash table for all of the frames to be displayed in 0-2seconds, a second hash table for all of the frames to be displayed in2-4 seconds, and a third hash table for all of the frames to bedisplayed in 4-6 seconds, etc.).

In some embodiments, comparing the comparison fingerprint with thereference fingerprint includes, after comparing the respectivestatistical values, comparing (1468) the set of sample values of thecomparison fingerprint to the sets of sample values associated with thereference fingerprints in the subset of reference fingerprints so as todetermine a matching reference fingerprint. In some embodiments,comparing the set of sample values of the comparison fingerprint to thesets of sample values associated with the reference fingerprintsincludes, for a respective reference fingerprint: computing (1470) adifference metric indicative of a comparison between the sample valuesof the comparison fingerprint and the sample values of the respectivereference fingerprint, and determining whether the difference metric isabove a predetermined threshold (e.g., the difference metric is a rootmean squared distance between the sample values of the comparisonfingerprint and corresponding sample values of the respective referencefingerprint).

It should be understood that when a fingerprint includes a plurality ofsample values, the computer system can determine that a referencefingerprint does not match the comparison fingerprint if even a subsetof the sample values of the reference fingerprint are sufficientlydifferent from corresponding sample values of the comparisonfingerprint. For example if the first five sample values of thereference fingerprint are white, while the first five sample values ofthe comparison fingerprint are black, it is very unlikely that thereference fingerprint matches the comparison fingerprint. While this isa very simple example, it should be understood more generally that areference fingerprint can be identified (1472) as not matching thecomparison fingerprint based on a comparison of a subset of the samplelocations of the reference fingerprint with a subset of the samplelocations of the comparison fingerprint.

More particularly, in some embodiments, the sample locations have (1476)a predetermined order, the difference metric includes a plurality ofcomponents corresponding to respective sample locations. In some ofthese embodiments, the comparing includes computing the differencemetric by incrementally adding components corresponding to respectivesample locations in accordance with the predetermined order. It shouldbe understood that, typically, the predetermined order can be anypredetermined order, so long as the same predetermined order is used forthe sample locations used to generate the fingerprints that are to becompared. As one illustrative example, the difference metric is a rootmean square measure of the difference between corresponding samplevalues for the reference fingerprint and the comparison fingerprint, andthus a respective component is the square of the difference between areference fingerprint sample value at a particular sample location and acorresponding comparison fingerprint sample value at the particularlocation.

When incrementally adding a respective component to the differencemetric for a respective reference fingerprint increases (1478), thedifference metric above the predetermined threshold, the respectivereference fingerprint is identified (1480) as not matching thecomparison fingerprint. Continuing the example above, if there are 10sample locations, the predetermined threshold is 5, and the first fivecomponents are 100, 9, 144, 4 and 100 (e.g., the difference between thefirst five sample locations is 10, 3, 12 and 10, respectively), thepredetermined threshold will be reached after the third component isadded to the difference metric (e.g., 100+9+144=253 and the square rootof 253/100 is greater than 5).

In contrast, when incrementally adding the respective component to thedifference metric for the respective reference fingerprint does (1482)not increase the difference metric above the predetermined threshold andthere are no more components to add to the difference metric, therespective reference fingerprint is identified (1484) as matching thecomparison fingerprint. For example, if there are 10 sample locations,the predetermined threshold is 5, and the ten components are 0, 0, 4, 9,0, 100, 25, 0, 1, 1 (e.g., the difference between the sample locationsis 0, 0, 2, 3, 0, 10, 5, 0, 1, 1, respectively), the difference metricwill be below the threshold (e.g., 0+0+4+9+0+100+25+0+1+1=141 and thesquare root of 141/100 is less than 5), and the respective referencefingerprint will be identified as matching the comparison fingerprintwhen the last component is added.

In some embodiments, after comparing the comparison fingerprint to thereference fingerprints, and identifying a reference fingerprint, thecomputer system identifies (1486) the unknown sequence of media contentas a respective reference sequence of media content from which thematching reference fingerprint was generated. It should be understoodthat in some circumstances multiple matching reference fingerprints willbe identified. In such cases, the computer system may use variousmethods to determine which of the reference sequences of media contentbest matches the unknown sequence of media content (e.g., by selectingthe reference sequence of media content associated with the referencefingerprint having the lowest difference metric value or by comparingsubsequent reference fingerprints from each of the matched referencesequences of media content, as described above in greater detail abovewith reference to FIGS. 12A-12E as the MULTIPLE state).

While the preceding examples have been described with respect toembodiments where the fingerprints are generated for a single contentunit (e.g., a single video frame or a single image), it should beunderstood that fingerprints could be generated in a similar fashion bycombining multiple content units (e.g., by addition, averaging,subtraction, etc), so as to generate a single combined unit thatcorresponds to the multiple units of content, and performing anycombination of the steps described above on the combined unit (e.g., theunit of content that represents multiple video frames).

Note that details of other processes described herein with respect tomethods 900, 1100, 1200 and 1300 (e.g., FIGS. 9A-9F, 11A-11F, 12A-12Eand 13A-13D) are also applicable in an analogous manner to method 1400described above. For example, the fingerprints described above withreference to method 1400 may have one or more of the characteristics ofthe various fingerprints described herein with reference to methods 900,1100, 1200 and/or 1300. For brevity, these details are not repeatedhere.

The foregoing description, for purpose of explanation, has beendescribed with reference to specific embodiments. However, theillustrative discussions above are not intended to be exhaustive or tolimit the disclosed system and method to the precise forms disclosed.Many modifications and variations are possible in view of the aboveteachings. The embodiments were chosen and described in order to bestexplain the principles of the disclosed system and method and itspractical applications, to thereby enable others skilled in the art tobest utilize the disclosed system and method and various embodimentswith various modifications as are suited to the particular usecontemplated.

What is claimed is:
 1. A method comprising: receiving, by a computingsystem, first comparison fingerprint data representing a sequence ofmedia content being received and presented by a client device;comparing, by the computing system, the first comparison fingerprintdata with a plurality of sets of reference fingerprint data; based onthe comparing, the computing system detecting respective matches betweenthe first comparison fingerprint data and multiple ones of the pluralityof sets of reference fingerprint data, wherein each of the multiple setsof reference fingerprint data correspond to different sequences ofreference media content; responsive to detecting the respective matches,the computing system sending, to the client device, multiple sets ofadditional reference fingerprints, each set of the multiple sets ofadditional reference fingerprints corresponding to a respective one ofthe different sequences of reference media content; and receiving, fromthe client device, an indication of a result of a comparison, performedby the client device, between second comparison fingerprint datarepresenting the sequence of media content being received by the clientdevice and one or more of the multiple sets of additional referencefingerprints.
 2. The method of claim 1, wherein the multiple sets ofadditional reference fingerprint data corresponding to differentsequences of reference media content include reference fingerprint datacorresponding to: (i) a first sequence of reference media content that,matches the sequence of media content being presented by the clientdevice and (ii) a second sequence of reference media content that doesnot match the sequence of media content being presented by the clientdevice.
 3. The method of claim 2, wherein the received indicationcomprises data indicating that the second comparison fingerprintrepresenting the sequence of media content being presented by the clientdevice matches a given one of the received multiple sets of additionalfingerprint data corresponding to the first sequence of reference mediacontent, the method further comprising: based on the receivedindication, the computing system identifying the sequence of mediacontent being presented by the client device as the first sequence ofreference media content.
 4. The method of claim 3, wherein the receivedindication comprises data indicating that, the second comparisonfingerprint matches only the given one of the received multiple sets ofadditional fingerprint data corresponding to the first sequence ofreference media content and that the second comparison fingerprint datadoes not match another of the received multiple sets of additionalfingerprint data corresponding to any other sequence of the differentsequences of reference media content.
 5. The method of claim 3, furthercomprising, subsequent to the computing system identifying the sequenceof media content being presented by the client device as the firstsequence of reference media content, the computing system sending, tothe client device, additional reference fingerprint data correspondingto the first sequence of reference media content so as to identifywhether a second sequence of media content that is received andpresented by the client device is a continuation of the first sequenceof reference media content.
 6. The method of claim 3, furthercomprising, responsive to identifying the sequence of media contentbeing presented by the client device, the computing system sending, tothe client device, second media content for replacing or supplementingfirst media content of the sequence of media content.
 7. The method ofclaim 6, wherein: (i) the first media content comprises a genericadvertisement, and the second media content comprises a targetedadvertisement for display in place of the generic advertisement; or (ii)the second media content comprises supplemental content for displayoverlaying the first media content.
 8. The method of claim 7, whereinthe supplemental content comprises interactive supplemental content. 9.A non-transitory computer-readable storage medium having stored thereonprogram instructions that, when executed by one or more processors of acomputing system, cause the computing system to perform operationscomprising: receiving first comparison fingerprint data representing asequence of media content being received and presented by a clientdevice; comparing the first comparison fingerprint data with a pluralityof sets of reference fingerprint data; based on the comparing, detectingrespective matches between the first comparison fingerprint data andmultiple ones of the plurality of sets of reference fingerprint data,wherein each of the multiple sets of reference fingerprint datacorrespond to different sequences of reference media content; responsiveto detecting the respective matches, sending, to the client device,multiple sets of additional reference fingerprints, each set of themultiple sets of additional reference fingerprints corresponding to arespective one of the different sequences of reference media content;and receiving, from the client device, an indication of a result of acomparison, performed by the client device, between second comparisonfingerprint data representing the sequence of media content beingreceived by the client device and one or more of the multiple sets ofadditional reference fingerprints.
 10. The non-transitorycomputer-readable storage medium of claim 9, wherein the multiple setsof additional reference fingerprint data corresponding to differentsequences of reference media content include reference fingerprint datacorresponding to: (i) a first sequence of reference media content thatmatches the sequence of media content being presented by the clientdevice and (ii) a second sequence of reference media content that doesnot match the sequence of media content being presented by the clientdevice.
 11. The non-transitory computer-readable storage medium of claim10, wherein the received indication comprises data indicating that thesecond comparison fingerprint representing the sequence of media contentbeing presented by the client device matches a given one of the receivedmultiple sets of additional fingerprint data corresponding to the firstsequence of reference media content, the operations further comprising:based on the received indication, identifying the sequence of mediacontent being presented by the client device as the first sequence ofreference media content.
 12. The non-transitory computer-readablestorage medium of claim 11, wherein the received indication comprisesdata indicating that the second comparison fingerprint matches only thegiven one of the received multiple sets of additional fingerprint datacorresponding to the first sequence of reference media content and thatthe second comparison fingerprint data does not match another of thereceived multiple sets of additional fingerprint data corresponding toany other sequence of the different sequences of reference mediacontent.
 13. The non-transitory computer-readable storage medium ofclaim 11, the operations further comprising, subsequent to identifyingthe sequence of media content being presented by the client device asthe first sequence of reference media content, sending, to the clientdevice, additional reference fingerprint data corresponding to the firstsequence of reference media content so as to identify whether a secondsequence of media content that is received and presented by the clientdevice is a continuation of the first sequence of reference mediacontent.
 14. The non-transitory computer-readable storage medium ofclaim 11, the operations further comprising, responsive to identifyingthe sequence of media content being presented by the client device,sending, to the client device, second media content for replacing orsupplementing first media content of the sequence of media content. 15.A computing system comprising one or more processors and anon-transitory computer-readable storage medium having stored thereonprogram instructions that, when executed by the one or more processors,cause the computing system to perform operations comprising: receivingfirst comparison fingerprint data representing a sequence of mediacontent being received and presented by a client device; comparing thefirst comparison fingerprint data with a plurality of sets of referencefingerprint data; based on the comparing, detecting respective matchesbetween the first comparison fingerprint data and multiple ones of theplurality of sets of reference fingerprint data, wherein each of themultiple sets of reference fingerprint data correspond to differentsequences of reference media content; responsive to detecting therespective matches, sending, to the client device, multiple sets ofadditional reference fingerprints, each set of the multiple sets ofadditional reference fingerprints corresponding to a respective one ofthe different sequences of reference media content; and receiving, fromthe client device, an indication of a result of a comparison, performedby the client device, between second comparison fingerprint datarepresenting the sequence of media content being received by the clientdevice and one or more of the multiple sets of additional referencefingerprints.
 16. The computing system of claim 15, wherein the multiplesets of additional reference fingerprint data corresponding to differentsequences of reference media content include reference fingerprint datacorresponding to: (i) a first sequence of reference media content thatmatches the sequence of media content being presented by the clientdevice and (ii) a second sequence of reference media content that doesnot match the sequence of media content being presented by the clientdevice.
 17. The computing system of claim 16, wherein the receivedindication comprises data indicating that the second comparisonfingerprint representing the sequence of media content being presentedby the client device matches a given one of the received multiple setsof additional fingerprint data corresponding to the first sequence ofreference media content, the operations further comprising: based on thereceived indication, identifying the sequence of media content beingpresented by the client device as the first sequence of reference mediacontent.
 18. The computing system of claim 17, wherein the receivedindication comprises data indicating that the second comparisonfingerprint matches only the given one of the received multiple sets ofadditional fingerprint data corresponding to the first sequence ofreference media content and that the second comparison fingerprint datadoes not, match another of the received multiple sets of additionalfingerprint data corresponding to any other sequence of the differentsequences of reference media content.
 19. The computing system of claim17, the operations further comprising, subsequent to identifying thesequence of media content being presented by the client device as thefirst sequence of reference media content, sending, to the clientdevice, additional reference fingerprint data corresponding to the firstsequence of reference media content so as to identify whether a secondsequence of media content that is received and presented by the clientdevice is a continuation of the first sequence of reference mediacontent.
 20. The computing system of claim 17, the operations furthercomprising, responsive to identifying the sequence of media contentbeing presented by the client device, sending, to the client device,second media content for replacing or supplementing first media contentof the sequence of media content.